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Oh my God, I just spent 18 minutes rocking this piece of content and for some reason my microphone was on mute.

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So I'm going to do my best to actually do this again because I'm still in state for this.

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And so I am calling this, how much ignorance tax are you paid?

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And so what are the biggest costs of life is ignorance tax.

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And so I got this concept from Myron Golden who, when I first heard this, he was finishing up a couple of days, you know, presentation he was closing, right?

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And he wrote, he asked somebody in the audience and he was like, how much, how much do you make, sir? And he was like, I make 50 grand. He's like, okay, cool.

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He's like, did you know that you have paid life $950,000 every single gear of your life because you do not know how to make a million dollars, right?

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You do not possess that skill. And so that was like, and that was one of the closest that he had for the audience, right?

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Oh yeah, I'm doing it again, Terry. I'm going all in like, yes, my mic did not work and I'm just going to rip and war because that's what life is not.

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Anyways, so Myron Golden, he pitches this and he says, you paid life $950,000 for every year that you did not know how to make a million dollars, right?

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And that hit me so hard because I think there's so many deeper roots to that concept.

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And so this piece of content has been cooperating in my mind for a long time. And it's just like, and it culminates in that it's perfect because my freaking microphone didn't work for the first 18 minutes of this rant.

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And I'm just going to start back at the top and do it again.

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But one of the things that drives me absolutely bonkers is when I see like in our group and our legacy group, I see someone reading a book and it's like, I'm reading how to never lose a customer again.

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And it drives me nuts because I can almost guarantee that that person has not consumed the content about our retention system, right?

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Which every single gym that has ever implemented has cut their churn from whatever it's at to under 4% within a 12 week period, right?

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And so we're trying to reinvent the wheel here when the wheel has already been made, right?

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And so when I see like how much ignorance actually paying, it's one of those things that like,

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like if you have the information in front of you not learning is just is choosing not to learn with the information in front of you is the same as being unable to learn, right?

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As being learning disabled, right?

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And so like ignorance is the most expensive cost that you have in your life.

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Now I do everything in my power to desperately pay down the ignorance tax, right?

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And so part of this has also come from the space of like, I get people all the time, especially to your owners who ask me like, what should I do with my money?

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Right? They're like, what should I be investing in?

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And like, it's been something that I've struggled a long time with because I'm like, I don't know what I would be investing in because like for us right now,

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and I like the answer that I'm using is not something that's relevant to everyone else because like, I take 100% of the money after we got what we needed to be good.

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After I took that out, all the money that I have goes right back into the business because the business is growing at 400% per year.

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So why would I not just invest in that? Like, what stock is it going to give me that return?

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Nothing. And I understand this market rather than taking profit out and putting it to market, I don't understand it getting 10% per year maybe, right?

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Maybe over a 20 a year. I don't like, I don't want to play that game, right?

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So after thinking about it a lot and a lot, I was like, what I would be investing in is knowledge, right?

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It's the skill set that you don't have because like, 100% of the knowledge that I have now has been acquired by going out and buying stuff.

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And so specifically, people ask me like, Alex, then what books are you reading? And I thought more about that? Like, I don't read them any books.

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I really don't. I buy courses and I go through that. Like, that's what I spend my money on.

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I go through courses and I go through them and I acquire a skill, right? And like, for me, like reading a book about the one thing, let me summarize it for you.

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It's about doing one thing, right? Like, let me save you two hours of your life, right?

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And so like, I see something I've heard is getting this trap of like wanting to feel like they're growing, wanting to feel like they're making progress.

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But then they read brain candy, mental masturbation books that they can find in the airport, right? Like, if you can find it orange and nobles, it's probably too general to actually get you an ROI on your life.

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Because what has to happen in order for you to make money and actually start paying down your ignorance tax is you have to take the information, I'm assuming you finish it.

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Well, let's just say that, right? Your ADD just kick in. So let's say you consume the books of one thing, right?

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And then you're going to take that one thing book and you're going to make a concept of how you think you should apply it in your business.

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So you're going to have a little bit of transposition here. You're going to take a general concept and apply it to something specific.

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Then you have to consistently apply that thing to the business that is not necessarily related to the book.

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And you have to do that over consistent basis and then see if you had a measurable increase that has happened in an untested execution of a concept, right?

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And the reality is that that's probably not going to happen, right? And if you actually did step all those steps and then consistently apply for 12 weeks, right?

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It could still not work because it might not, like you consistently tried a theory, right?

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And so if you for some reason have all of the information that is in front of you and you have not applied it and executed and gone through it, shame on you.

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There's no point. And so this is me, that was me just speaking to my legacy gyms, right?

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Like if you're trying to read a book on retention and you have not done the retention system, then it's like, what are you doing?

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You don't even like stop, like just do that, like just do that, and then do it for 12 weeks.

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And then and only then can you, like you have my permission to go and pick up another book, like for, for your, you know, for increasing retention and whatnot.

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And so like Rob group was over here and he was, he's one of our top gyms.

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He, he sold $100,000 in just physical product in the last quarter, just at his gym, right?

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Just bolting on to his existing process and he was like, yeah, man, I ate like three out of zero today.

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I promised his appointments. And I was like, dang dude, I was like, that's expensive.

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And he was like, hey man, food is a non-negotiable. He's like, for me, I've got food and knowledge.

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And I just like, and I hit me because I was like, man, that's like exactly how I live for a long period of time.

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And I don't see that for most people. And that's why Rob is one of our top gyms.

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And he will probably always be successful in life because he seeks knowledge, right?

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And so the, the answer to like, what do you do to pay down your ignorance tax, right?

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Like you should take almost all the money that you have, right?

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After you have your base level of security, you know, don't be stupid, right?

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But after you have your base level of security, you take that money and you should buy the adjacent skill set to what you have.

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And so this video goes with the talent stacking video. This is the second half, right?

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Like, talent stack, if you're probably the favorite video that I've made in a really long time about how to become more valuable, right?

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Like you have one talent and then you have a second talent. And when you have two talents that put together, both become more valuable.

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You're getting math kind of useful.

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Okay, now you learn bookkeeping. Makes math more useful, right?

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Bookkeeping is better with math, math with bookkeeping. Now you have more value. Then you become an accountant, third skill.

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Okay, now that's even more valuable than you learn tax law. Now you're somebody who can actually provide massive amounts of value to a business, you become more valuable.

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So what do you do to pay down your ignorance tax? You learn adjacent skills, which means you take the money that you have and you pay down your ignorance tax by learning what you don't know.

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Hey, most in Asian quick break, just to let you know that we've been starting to post on LinkedIn and want to connect with you.

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All right, so send me a connection request and note letting me know that you listen to the show and I will accept it.

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There's anyone you think that we should be connected with, tag them in one of my or layless posts and I will give you all the love in the world.

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All right, so let's get back to the show.

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Right, and so like right now, the big breakthrough that I've had in our business and this happened very recently was our real, I was like, and I, and I, I, I, I gravel trying to figure out what's the next skill that I need to learn, right?

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And a lot of times as you get, as you get higher up, and this is just something I'm sharing with you, like, a lot of times it's not a skill that.

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I need to acquire, but it's learning how to transfer a skill that you have, which is a skill enough itself, it's teaching a skill, right?

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And so like, I know how to teach sales, I know how to sell, I know how to teach sales, right? I notice how to teach how to manage sales team.

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Like, I know all those things, I did it, right?

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But I have never ran a marketing department, I've never done that.

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And I've realized now that the big deficit that I have is that I have not taught how to market.

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I've taught, I've given copy paste stuff, like, do this, then this, then this.

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But I have not taught how to think through that process so that you could innovate how to market without me, right?

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And that's been the deficit that I identified. This is like, very recently.

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So all of my attention for building up our team is that. And so, gym owners just heads up.

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All our legacy guys, like, all the, I'm going to be basically sharing with you everything that I know.

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And the absolute theoretical levels so that you can execute this stuff on your.

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So you guys can innovate this stuff, not necessarily have to model ours, but like, understand the thought process behind each of these things.

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And like, how, like, why do we choose these two images, right? Like, why do we choose these two headlines?

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And we choose what's the sub hook? Like, what are we, what are we looking for there?

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Like, what are the components that we're actually always trying to weave in?

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Like, why do we structure the funnels this way? What colors are we using?

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Like, all of those things, like, do we compress the image files to increase the load times?

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Yes, we do.

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Little tricks, right?

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These are all these things that I know how to do that I haven't told anyone about because I haven't thought to do that.

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Right? And so that's been my ignorance text.

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And so just as a, just as a thought experiment for you, if you were to lose everything you have right, everything you have.

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How quickly would you be able to get back to where you're at right now?

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Pretty fast, right? You'd be able to get there pretty fast.

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Okay, so imagine if you lost everything and you could get to a level 100 times or 10 times as high as you're at right now, pretty fast.

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What's the difference? You just have more skills, right?

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That's it. See all the difference.

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Elon Musk lost everything, boom, back to billionaire like three years later.

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Like, because he has the skill set to do that, right?

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And so like, I, this, and this may be a flaw.

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So maybe I'll look back on this 20 years ago and be like, that was a dumb video.

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But like, for me at this current juncture in life, I spend every dollar I possibly can on acquiring information.

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Every dollar I can. And what happens is if you only, only, only reinvest in that way, it eventually will start cashing to a point where you can't.

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You can't spend money on information because the amount of money that is coming in is greater than your amount of time to consume the information that you could potentially buy.

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If that makes sense, right?

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Like, if you're like, well, I've got about a thousand dollars a month, I can spend on information.

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Cool. A thousand dollars a month, like you could buy a course every month and consume it, right?

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But like, if you start executing the thing of that course, then you start making like an extra five grand a month or 10 grand a month.

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That's just for your information. All of a sudden, that starts to get harder, right?

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Start making a hundred thousand a day, like, man, how many, like, I don't know, I don't know if I could consume all the courses.

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And like, that in my opinion is how you invest, right?

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You invest to pay down your ignorance tax. You invest to become a billionaire.

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And the way to become a billionaire is to learn all the things that you need to know to be a billionaire.

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Just removing all the limiting skills that you don't have to get there.

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And so like, that's how we live, right?

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Like, I didn't have a ton of savings my whole life.

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Eight tons of revenue, but I invested everything back in a learning, joining more groups.

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And like, if I want to, if I'm going to think back in time, I think the two most valuable things that I've done in terms of spending money on information.

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I don't think, I don't think I got a lot from, from events, personally.

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I got a lot from networking specifically, which I think is just as valuable and like mastermind type.

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I think that's like, I think those types of groups where you have people who are similar to you, similar level and above is where I got the highest ROI.

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The other really high ROI is when I bought courses.

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So courses on how to acquire a certain skill.

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And one of the things is, is that you should go into that.

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Because like, if you buy a course on traffic, hopefully you've gone through the town second beat.

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If you haven't, after this one, watch the town second beat.

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But like, if you buy just a traffic course, you won't necessarily make more money unless that was literally the last link in the chain free.

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Right? It just might be one more link that gets you closer to connecting the thing that's going to be able to allow you to pull money forward.

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Right? But unless that's the missing link, it's just going to be one more chain thing, one more skill that you stack adjacent.

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Until eventually you'll get the last one or two, everything takes off, right?

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And so like, that is what I would spend my money on because that is what I got the highest ROI on.

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If you want to pay down your ignorance tax, the millions and billions of dollars that all of us are paying life right now for not knowing how to make millions and billions of dollars, that is where I would put my money.

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That is where we continue to put our money.

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I don't even know if I said in this video or the first one, I didn't have my freaking audio on.

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But like, I think I spent upwards of $700,000.

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I was adding it up a phone on just extra stuff.

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Alright, anyways, so the $700,000 that I spent, like, that's a ton of money.

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Some people might say, you know what, man, if you invested that in the marketplace, they're like, maybe, but now we have way more than that because we took that money and got a huge ROI on it based on what we were able to now make from.

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Right, and now we can, you know, use that to make whatever we want.

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And so that's, that's my, that's my, that's my two cents.

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That's my, that's my thing that's been on my mind up to this point is like, don't try and reinvent the wheel.

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If you have information that's in front of you that's relevant to your business, do that first.

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Don't try and read Brain Candy from Barnes and Noble's about like the one thing or like, I don't know.

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The last day in our yearly book on like positive psychology, like whatever, like, it predictably irrational.

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Cool, you know what I mean? Like, great, that's great fun mind candy, right?

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But like, just use the stuff that's relevant to your business.

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Once you've executed everything that you have in that space, then maybe start going out.

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But I would still then go and acquire skills, not fun like Brain Candy books.

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Pay down the ignorance tax. Just focus on food and knowledge.

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And you'll be much better off for it.

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So lots of love. This is not as good as my first 18 minute rant.

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But hopefully I brought the point zone in this one with my mute not on.

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So lots of love guys. And I will catch you guys on the flip side.

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Bye.