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What do we really want to do? Like, what's the actual impact? If at the end of our lives, we have something that is a shining beacon of a different way to do business. That to me is something worth fighting for.

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I am working on the book.

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You know, it's going to happen whenever I'm going to see this moment right now.

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What? We're going to be like, when's the book coming out?

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Yeah. What would you have to say?

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Oh.

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What are we talking about?

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Oh, I don't know. What is it?

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We can mention it, we can just like insert it casually in this block.

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That's a pretty big deal, honestly. They just found out for the first time.

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That's right. I get some messages that are like offended. They're like, yo, what the fuck? Where's the...

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There's like, I need some leads, bro, give me your...

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This is really the first time we're kind of seeing you in the morning.

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And you're not meditating, you're not journaling, you're not doing your red light sauna.

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Oh, man, I should. Normally, I have like a three hour routine just so that I'm capable to function as a human being.

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I have a long affirmation routine that I do. There's a wall mirror over there that I just...

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That's where I just say them to myself.

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You're amazing. You're fantastic.

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People love you.

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Comments don't mean anything.

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All decap?

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Actually, I drink whatever lately, usually drinks, because it's easier for me to just be like, too.

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If someone gets plastic surgery, right, of any kind,

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the real real is that like, either say nothing,

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or be positive about it, because they can't change it.

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Like, you wouldn't say that to somebody who didn't have their nose changed,

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but the feature is still permanent.

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He's like, you want us all to be poor and ugly.

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There are days where like, Leila would be not in as good of a mood,

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and I would try and be like, hey, what can I do? Like, let me do these things.

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And she would still stay in kind of a bad mood.

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And so then what would happen is I would then get stern and be like,

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all right, do your own thing. And what would happen is that she would then step out of it.

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As soon as I got mean.

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And so then what she taught me is that if I am mean,

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she will stop being in a bad mood.

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Right.

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As soon as you start having punishment or reward as things in your dialect

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and thinking what happens afterwards,

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kids cry, parent gives them a cookie,

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and you now teach them to cry to get cookies.

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Like, it's just like so simple.

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And the other piece is if you reward too long afterwards,

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you still teach them something, but not what you intended.

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A parent, for example, fast-forward, has a teenager who sneaks out of the house.

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Right. And then they come back in the middle of the night.

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And then as soon as they walk in the door, they punish them.

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And so what happens?

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You punish a kid for coming home.

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And then they're surprised that he doesn't want to come home.

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Well, what's your day looking like? What's on the agenda?

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Leadership meeting, pipeline review, book meeting.

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I have a biweekly with two of our teammates that I try and do with some of the non-executive team.

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And you do that every day, you try and block up until like noon or one?

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Yeah. And then Layla's been doing such a good job, though,

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that there are more days where I just have nothing on my calendar at all.

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Which is awesome and amazing.

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Why do you like nothing on your calendar?

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I just have more time to work.

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Very well. Very well, my love.

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Sweet Queen.

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Little guy for a guy.

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You want a little guy?

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I'm out.

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You can see my little workstation.

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I've got my iPad, which is where I draw my stuff.

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I've got ear plugs.

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I've got my Nicarat.

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My work time, we're going.

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So I actually don't use it all the time.

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It's mortaring the week because people ping me.

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I'll just set my timer for really how long I think something's going to take and then I'll hit it.

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And I just keep it right like in plain sight.

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And that works really well.

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So interesting combo is if you go headphones, earmuffs, nicotine caffeine, and like work,

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and a timer, I get to find like a better combination of the productivity.

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Use if useful.

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I really realize I've loved to do that with this.com.

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It's being able to build acquisition.com to whatever $1 billion, $10 billion,

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leading with raise knob punishment.

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If we could really do this and then teach other CEOs how to do this,

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if that's something worthwhile of doing, and it's not like anybody else.

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But on the same side, we have our Michigan, which is to make real business education available to everybody.

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There's often two visions in a company.

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There's the internal vision, which is much more relevant to the team and the employees

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and the vendors that I already touch, and even the customers.

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And then there's the external vision.

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It's just like how are we affecting the greater community that is affected by acquisition.com.

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And I think that we actually really have to do.

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As we've clarified, this conversation has been an ongoing dialogue between Layla and I.

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I have like, what do we really want to do?

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Like what's the actual impact?

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At the end of our lives, we have something that is a shining beacon of a different way to do business.

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That is more profitable by building something bigger and better, but do it our way,

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which is praise over punishment.

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That to me is something worth fighting for.

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It just takes more skill.

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Because when someone messes up, all you want to do is punish them.

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How can I not do that?

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And then get the desired result.

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We will define somebody who is motivated by reward or reinforcement

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as someone who utilizes all of their discretionary effort.

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So if there's the level of effort that is required to not get fired,

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and then all the effort above that is discretionary effort.

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In a business that is based on punishment, people will go to the law of least effort,

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which is as little as they can do to not get fired.

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So if you have a business that's based on that, then how do you get higher performance?

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Well, looking at Kinsey, looking at Goldman Sachs, looking at a lot of the PE industry, you raise the bar.

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And so what happens is you get really high performers of the elements who can perform in that place,

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and they are driven by anxiety, they're stressed out of their minds, they drink, they do drugs,

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they get hooked on porn, whatever it is, to deal with the stressors in their life.

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But you just move the bar.

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And so the alternative is a world where everybody is working even harder than that,

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because the law of least effort, they're still people that are so talented that they can work medium and not get fired.

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But you lose out on all of the discretionary effort that they would be putting in

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if they felt that they were being reinforced in a safe place.

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And so that's the kind of environment that we're trying to build.

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I'm not saying we're perfect, we will mess up.

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But that's, that's I think something that's worth fighting for.

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I really think that we have a shot that like fully embodying these principles,

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that we have to change so many people's lives.

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So fun story.

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One of our teammates went to an event and was rocking and acquisition in our country.

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Now they're not for sale, obviously.

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And many people came up to him asking to take pictures with him,

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invited him out for drinks, invited him out for food,

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to portions of that he wasn't allowed to go into, but he was able to because he was wearing that shirt.

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So how does that happen?

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They read a book that gives them value.

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They're reinforced and rewarded for that thing.

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And then when they do the stuff from the book, they associate the rewards they get from that with the book.

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The book they associate with me.

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And then they see me in all the videos and all the content with this thing.

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And so eventually you remove me and you just keep the thing and you associate that thing

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with all these good feelings, all this reward.

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And so then someone else works the shirt and then they feel the same way towards that person

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simply because they have associated so many good things with that.

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And that is branding.

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And yes, let's switch to pipeline.

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That would allow us to do that kind of vision of the 49 or 51 for new companies

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just adding them straight to kind of like our top line bottom line.

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That would be a huge move.

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What was that?

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What was that being that we were interested in?

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Those are pipeline review.

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So it's looking at companies at different stages in the deal process and you know my new.

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Of people who even get to this level 95% of deals we don't do.

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It's just because we're looking for a lot of very specific things.

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It's not just necessarily like is the company valuable but like can we add value to the company?

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There's two schools of investing.

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There's betters and builders.

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So betters are like can I find a mispriced company that I will simply put money in

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at less than it's intrinsic value and then hope that it will grow over time?

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That's kind of like the Warren Buffett style.

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Probably the vast majority of investors are that way.

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And then there are builders who have like a unique set of skills in their hold code that they try and

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templatize those kind of like SOPs, those playbooks and just deploy them into the company

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knowing that they're going to triple 5x 10x the companies that they have.

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Private equity is usually a combination of both those things.

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I would say that we lean towards the building side.

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We're not trying to be like amazing pickers.

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We just try and find companies that we know our playbooks will immediately 10x

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and then try and work with them.

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Who's the next thing?

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My wife.

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Gosh.

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I'm pumped because in the new place I will be able to fit my entire wardrobe in my bedside table.

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Oh yeah.

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We'll show Layla's entire closet and then I will pull out my two drawers.

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With beaters and shorts, that'll be great.

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Why are you so obsessed about that stuff?

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Well, I will say this.

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I don't know why.

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I know that I am.

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I have become more that way because it's probably been reinforced.

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The more obsessive I am about like iterating things until they're like just right, the more rewarded I get.

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Trevor's saying that like that he's alarmed by the number of people that he has worked with who do not read well.

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He said we need to teach them to read.

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He got a kid who was struggling to stay focused and so he came to train the kid with a bag of skills.

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The kid would read three words and he would give him a skill.

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But if he read four words because of his previous best was three, he would give him two skills.

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So we reinforce him doing it every time.

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He had a bigger reinforcement for when every time he hit a new record.

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So if he read a full line, he would give him more.

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By the end of the first session, he had them reading entire pages.

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Hello.

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So we're doing this whole vlog thing.

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So we're capturing day in the life, the very, you know, the high energy life of CEO who lives in closet.

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Yeah, I mean, like I don't see an issue with translating into more languages.

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Like that doesn't bother me.

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Then we just have more people who get the book.

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Can they do Mandarin or Japanese or Portuguese?

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Portuguese would be big.

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German, I got a lot of DMs after I showed the French one.

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So that was a meeting with my book manager who also happens to be my father-in-law.

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So we have massively improved our relationships since the first time I stole his daughter, told her to quit everything to join me,

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to Galiman, to cross the country living in Motel in six weeks after we met.

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But yeah, he runs everything with the book.

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So we have a French and a Spanish version out.

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And then looking at other languages that we want to translate it into and looking at publishing and printing firms in Germany and Italy.

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So that's kind of what that that meeting was about.

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We've got different versions of the books as they progressed over time from different printers so that I could see the print quality.

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Just so you guys know, I don't go to one printer.

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I go to a bunch of them and make sure that the book quality is good.

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And if you're like, well, why are you even dealing with this rather than going to a publisher?

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Because publishers don't want you to give away your book free.

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And so I, you know, Uncle Alex puts the bill.

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I'll have probably a million.

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I'll add it up, probably like a million to into this book, negative.

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I mean, that's why most publishing companies will front the money.

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I know I would have done that with this book just so you guys know.

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Except if I had done it with this book, it wouldn't be out until spring of 24.

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Like it has to be 100% done.

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Nine months before you actually get it.

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I finished this and then I'm releasing it.

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Sixteen weeks after it was done.

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And that's because 12 weeks is printing.

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If I wanted to just do like dropship real-time printing and then wanted everyone to wait forever, I would do it that way.

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But it's also way more expensive to print that way.

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And you know, the book's fund.

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Which is really, so you guys know, where did the dollars go from the, from my $2.99 books that I get a dollar from?

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It goes to, goes to the team so we can put out more stuff for you guys.

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Tobias, what's up, man?

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Tell me your most painful moment.

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It's okay.

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Painful stuff.

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I mean, like cutting my eyeball, that sucks.

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I took sales call still.

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So yeah, there you go.

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Yeah, I've like, I would skate your opinion on facing the sales issue.

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Here's what's crazy is that if the other guy gets up to 40, it doubles sales.

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I think that if I had a two-prong approach, get a good salesman in there and then double the throughput on the webinar.

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I'd say like, that's a 4x.

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If we double, double.

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Sometimes people ask, why don't you make videos like you used to?

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Why, why the change?

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Why all the editing, the thumbnails, all that shit?

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More people say it.

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I mean, it's just that.

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We see the comments.

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This actually reminds me of a story that you told me.

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But like, whenever a band goes from like a small town to like, they go, they go bigger audience.

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They go more mass market.

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People are like, the band's selling out or whatever it is.

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But the reality is that like, the band morphs into the thing that reaches the most people.

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And so, if you believe in the message that you have been packaging it in a way that allows the most people to consume it,

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if you believe in what you want to get out there, as long as it doesn't dilute the core message,

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which I don't think us editing more heavily and having higher produced videos does, just gets more people to see it.

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And so, here's the thing, is that everyone in Mosination votes with their clicks and their eyeballs

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about the things they find most interesting.

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And so, you train me to make the content that I have.

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So, if y'all, in general, like the webcam only thing more, then I would be making more of that.

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But you train me with your clicks and your watches of the things that you care the most about.

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And so, we make more of those things.

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So, in many ways, you guys control the content.

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And so, all the day when home is, appreciate y'all.

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And many of you guys were like, at 5K, we're like, dude, this guy's gonna be in a million.

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And this trip, we got there.

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I appreciate you guys sharing, commenting, sending to your friends, all that kind of stuff.

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I feel really confident in saying that, like, in two years, you will laugh at what we are putting out right now.

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I know I certainly will.

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There are some things that are gonna get released that are going to blow what we are doing out of the water.

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We like to say we think a decade is not days, but I think you can just watch and see if we're full of it or not.