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You guys want to hear something completely insane?

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Yes?

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Okay, you're going to have to hear it anyways.

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I was able to take home more than a year than the CEOs of McDonald's, IKEA, Ford, Motorola,

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and Yahoo, combined as a kid in his 20s for over half a decade.

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There you go.

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Which resulted in $200 million in portfolio revenue as of today.

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We crossed $100 million, I H-33.

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And to be honest, no one's more surprised than I am about this outcome.

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And so, me expressing this will create envy in some people.

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It will create anger in others, skepticism in most, confusion in old people,

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and inspire select few.

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And so, the select few, you or who I'm making this for.

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Everyone else you can chill.

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The user of the people that I'm making this for.

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Let's go back.

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There we go.

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So, who wants to hear about some stuff they can shortcut their path to material success

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so they can ponder the purpose of achieving it to begin with?

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Alright.

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So, we're going to cover three things today.

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This is fresh from this morning right off the press.

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Number one, how making money really works.

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Number two, why new stuff is making you poor?

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Number three, why better is it the way?

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You're like, that doesn't make sense yet.

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It will.

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Said simply, who wants to make lots of money?

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Funny thing what you're watching right now is not my original presentation.

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I actually changed it at the very last minute that I before.

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I went out to get dessert.

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A bunch of people from the event were in town going to the place that I was by accident.

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As soon as I left the frozen New York lunchroom I was.

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I was like, the presentation I have for tomorrow is in what these people need.

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And so, I spent that night in all morning making an entirely new presentation,

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which is what you are watching.

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Who believes that you have to work hard to make money?

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Who believes that no one can outwork them?

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You're going to see where I'm going to go with this.

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Well, I'm going to attempt to prove you wrong.

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The reason this is so important is that all of us claim,

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or I have heard, who here has seen a guru on the internet say,

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no one can outwork me.

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Who has heard people say that on podcasts, make Instagram posts about it, whatever.

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It actually drives me fucking bananas.

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It drives me bananas because it teaches the wrong lesson.

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So, how can we claim that we work every day and yet we can't even define the word?

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So, how do you define work?

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The science definition is work equals four times distance.

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Problem with that is that it's not very useful for knowledge workers.

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Most of us are not actually doing manual labor, not useful.

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The second way is that you can think about it in terms of inputs of time.

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Like, is that how hard you work?

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No one can outwork me.

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I work longer hours.

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Do you think you're the only person who works 16, 18 hours every day?

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Like, go to China.

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I'm like, I don't even know if anyone in America can say it.

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I'm being dead, like, dead serious.

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So, that's why when I see these things just drive me fucking nuts.

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So, the problem with that is that many people work all the hours their wake.

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And if you suggest working more hours than you're sleeping less than I don't think that's a good idea for knowledge workers.

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So, why can no one outwork you again?

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Right, so, everyone's working those hours.

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So, then the next one is like, effort.

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That's how no one can outwork me.

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No one's going to try harder than me.

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So, you want participation trophies.

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Is this how you want your employees to think that they're working hard?

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I mean, not me.

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I wouldn't want that.

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So, if it's not four times distance to define what work is,

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and if it's not the amount of time we're putting into the work that we do,

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and it's not the effort that we are expending or how hard we try, then what's work?

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We have to get clear on it because if that's what we have to do to make money,

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then we got to know what we're actually trying to fucking do.

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So, here's Alex's definition.

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Work equals outputs.

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Fancy image.

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Outputs equal volume times leverage.

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In plain speak, number of times you do something times how much you get out of each time you do it.

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How do we work faster?

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Work rate equals that same thing divided by time.

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Plain speak, output per minute of time.

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That is how you work faster.

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Which means that the hardest working man in the world can be objectively measured.

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That guy is the hardest guy working in the world.

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In 2022, he had a $140 billion net worth.

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For context, that's more than Bill Gates did his entire career in one year.

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Think about that for a second.

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And then next year he did the exact same amount again.

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FYI, that's 2 billion a week.

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So, output divided by time.

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There's the time, one year, there's the output.

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He's the hardest working guy.

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So, who's going to be the 2027 champ?

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What am I doing?

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Who would like to be the 2027 champ?

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All right, let's rock.

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So, if you want to be it, then please play attention.

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So, how can we get more output?

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Which in the game of business is enterprise value.

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It's how much shit is worth.

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Outputs, right?

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We have this one and I've got a nice flex yarn.

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Volume is the number of times we move the lever.

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I literally made all these images this morning.

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All right, I'm very, very proud of them.

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Volume is the number of times you move the lever.

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The lever is the length of the lever itself that you're using.

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The output is how much you can lift on the other side.

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So, let's look at a couple examples.

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Let's just shout it when I say, just say higher low.

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So, high or low?

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Low.

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Low.

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High or low?

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High.

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Higher low.

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Very high.

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The reason I put this one in here is that at a certain point,

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it's not about how strong the person is.

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It all depends on how much leverage you have.

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That's the point of the slide.

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Now, higher low.

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Volume times a thousand.

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The thing's just as long as the other one.

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Highest.

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Yes.

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So, now that we understand what work is,

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you can either do more activity or you can do it with more leverage

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to get more output.

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Doing more is cap by time and physical ability.

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How much you get a.k.a leverage is uncapped.

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No cap.

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I learned that.

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Gen Z. There we go.

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Now, fun fact, Warren Buffett took home 500 million

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individends last year from Coca-Cola as an owner.

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The CEO took home 50.

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He spent less time working on Coca-Cola than the CEO did.

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So, is he working harder?

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By the difference that we did?

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Yes.

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More output.

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We've been playing the game wrong.

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If you want to outwork your competition,

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what you really should be doing is outleveraging them.

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So, who gets more done?

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One person does 100 calls a day.

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Another person does 100 calls a day.

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The guy who has more skill.

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One guy makes 100 calls.

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Another guy makes 100 calls.

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The guy who's better on the phone gets more output.

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Okay, let's say they're equal skill.

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They're working eight hours a day.

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Making calls.

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Oh, I forgot the ask question.

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Who gets more work done?

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There's the answer.

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The guy that has the automated dialer that keeps his talk time the highest.

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Okay, same skill, same number of hours,

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and same automated dialer to maximize talk time.

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Now, who gets more work done?

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The guy who is the best list.

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Okay, they've got the same list.

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The same skill, same dialer, eight hours a day.

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The guy who's calling to the right season, the right time of day.

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Who wants to be calling, selling shit during December,

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if you're selling physical products?

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Who wants to sell on Brock Friday?

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Of course.

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More leverage, same work, more output.

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Okay, let's say all this stuff's equal.

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Now, who's even, all right, we got, I mean, what else do we have?

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Nice, you actually called it.

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The guy calling with the better offer.

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Now, we've got the same time of year, same list, same offer, same dialer,

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equal skill, eight hours a day.

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Now, who's going to do it?

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It's got to be equal now, right?

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The guy who recorded his pitch and said it to 10 million people.

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Now, to push this even further,

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what if the guy made zero calls and didn't do anything?

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Who makes more against the best call on earth?

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The guy who's got a team.

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He's got 15 dudes on the phone.

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Okay, how good you are.

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And if you're like, well, I think I could be 15.

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You can't be 1500.

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Okay, here you are.

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Leverage.

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And that guy made zero calls.

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I have more people calling for me today while I'm on stage.

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Leverage.

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The game is rigged and you've been playing by rules that do not exist.

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If you want to make more money, you need to get more for your time.

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You need more leverage.

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And this should make sense because we all trade time for money.

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And I can prove this to you.

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You spend time every second of your life.

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You receive money over the time that you are alive.

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So, money divided by time equals rate of output.

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We are all paid dollars per hour.

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The reason I'm specifically saying this to this audience

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is that y'all get fooled all the fucking time by passive income.

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It's not passive.

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It's less active, but it is not binary.

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It is not active or passive.

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It's how active is it?

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So, if you make one trade in the stock market,

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all the time it took you to analyze the deal,

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and every other deal you decided not to do,

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and then execute the trade,

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and then raise the money and do all the other stuff,

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that is all the time that it took you to do that.

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Now, after that point, you have increasing returns per unit of time.

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Is this making sense?

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The point I'm making here is that time is the thing.

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We all have the same $24 in our wallet.

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It's about how we allocate them and what we get back for them,

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how well we trade.

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Just said that.

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There you go.

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Degrees, all that.

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So, leverage is the difference between what you put in

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and what you get out.

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There are fancy definitions for it.

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This is the best one that I have.

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So, I said I would cover three things.

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The first one is how making money really works.

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The answer to that question is leverage.

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You make more money by trading your time for more shit,

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more output.

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The second is why new stuff is making you poor,

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and this is especially relevant for everyone here.

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Part of this, again, was inspired by the conversations I was having last night at Yogurland.

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So, thank you for everybody who showed up for that.

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This is also how not to get leverage,

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and I felt compelled to make this because I hope that some of you identified with this

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because I would bet that the majority of you are doing this.

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How not to get leverage?

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There are five pieces to this that I want to break down today.

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Number one, uninformed optimism.

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Number two is a story I'll tell you about a construction buddy of mine.

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Number three is something called the Magic Wand Story.

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Number four is half bell bridges.

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Number five is the woman of the red dress.

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You're like, I have no fucking clue what it means.

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You will.

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So, let's start with uninformed optimism.

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Who here has seen this?

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This is stages of change, stages of transition.

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Anyone seen this, this chart before?

256
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Okay, cool, not a lot of you, perfect.

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So, there are five steps, and I remember the first time I saw this,

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it like, it changed my life.

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Whenever you're analyzing something new,

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who here has had a buddy tell you about something that they're doing,

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and they're making a lot of money doing it,

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and then you immediately feel shitty about what you're doing,

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and then think, I should get out of my opportunity,

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go over here and do what they're doing.

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Who has felt that?

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Thank you, everyone has.

267
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The reason is because we're at step one,

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which is uninformed optimism.

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You don't know enough about what they're saying.

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They're just giving you the highlights.

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They're giving you the Instagram reel.

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They're not giving you the reel.

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Yeah.

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Once you decide to get out of your little vehicle,

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and then go over there, then you tell your buddy,

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you're like, hey, why am I not making money?

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He's like, oh, well, there's like a hundred other fucking steps

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that I didn't talk to you about in the beginning,

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and it's actually nearly impossible,

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and I got really lucky that one time.

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And now, all of a sudden, it looks like all the people

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at your old job are making more money than you.

283
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But yeah, let's keep doing it.

284
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So you move to stage two, which is informed pessimism.

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You are now aware of the shit that is involved

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to make the money that you want in this new thing.

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Now you think, okay, this is probably the worst part.

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But then, time elapses.

289
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And it's still shitty, and you still haven't made money yet.

290
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It blows more now because you have invested more time

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and still have zero.

292
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So your actual output to time is low-rate,

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which is why it's so painful,

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which is where people get into the crisis of meaning.

295
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Why the fuck am I doing this?

296
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What does money even matter anyways?

297
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You know what I'd be happier if I just spent more time with my kids.

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You change your goal because you encounter difficulty.

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And so what happens most times is that people then crash and burn.

300
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I'm going to skip one forward and then I'm going to come back

301
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because I want the visual to work the way I want.

302
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Ah, fuck it.

303
00:13:56.000 --> 00:13:58.000
Okay, so if you're at the crisis of meaning,

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this is where most people off-shoot.

305
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What happens here?

306
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Where that fourth dot there on the bottom?

307
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If I were to cross it out and write uninformed optimism again,

308
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that's what most of you do.

309
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You find about something cool,

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informed pessimism, it kind of sucks.

311
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Oh shit, it's way harder than I thought.

312
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Uninformed optimism, I'll try something else.

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And then you do it again.

314
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And again.

315
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And again.

316
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And the difference between video games and real life where you face the boss

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and you can't pass the level until you beat the boss is that when you die in the video game,

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you restart a few seconds later.

319
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In the game of entrepreneurship, you start years later.

320
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This is why people don't progress.

321
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They keep fighting the same boss that can't learn the same fucking lesson.

322
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They keep losing.

323
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And I'm saying this because some of you, I heard at Yoverland,

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and I know that that's representative of other people here,

325
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you keep fighting the same boss,

326
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and the boss is being able to stick with it.

327
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Is getting through in different charts on this,

328
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the crisis of meaning is also called the value of the spare.

329
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Is getting through.

330
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From there, you get into informed optimism.

331
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You figure out that little thing like,

332
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I had to do this one thing and then this started working.

333
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And then you know what, I found out I could clean the list through this tool I found on the internet

334
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because I joined this forum and they started doing that.

335
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And then all of a sudden my pick-up rates tripled.

336
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Right? Or my response rates tripled.

337
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Or my throughput on my website went up.

338
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Whatever it is. Right?

339
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And so you have to get through that piece.

340
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Then you get to informed optimism.

341
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And the number six you achieve.

342
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And then all your friends are like,

343
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yo, what are you doing?

344
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You're like, oh, I got this thing.

345
00:15:37.000 --> 00:15:41.000
And then all of them come, right?

346
00:15:41.000 --> 00:15:43.000
That is where most people start something now.

347
00:15:43.000 --> 00:15:44.000
Over and over and over again.

348
00:15:44.000 --> 00:15:46.000
And they don't learn the lesson.

349
00:15:46.000 --> 00:15:49.000
And so this is what their life looks like.

350
00:15:49.000 --> 00:15:54.000
Over and over and over and over again.

351
00:15:54.000 --> 00:15:57.000
Who here has more than one business in the last 24 months?

352
00:15:57.000 --> 00:15:59.000
Be honest.

353
00:15:59.000 --> 00:16:00.000
Thank you for being honest.

354
00:16:00.000 --> 00:16:02.000
I appreciate it.

355
00:16:02.000 --> 00:16:04.000
First thing, it's normal.

356
00:16:04.000 --> 00:16:06.000
I had nine businesses and I was broke.

357
00:16:06.000 --> 00:16:08.000
So I say this with the pain of experience.

358
00:16:08.000 --> 00:16:10.000
I'm not saying this to be on a pulpit.

359
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I'm saying it because the faster you can get through it,

360
00:16:12.000 --> 00:16:14.000
the faster you will start making money.

361
00:16:14.000 --> 00:16:17.000
You have to beat the boss.

362
00:16:17.000 --> 00:16:19.000
Everyone thinks the grass is greener

363
00:16:19.000 --> 00:16:22.000
but the other side is still lined with shit.

364
00:16:22.000 --> 00:16:24.000
So that's why the grass is so green.

365
00:16:24.000 --> 00:16:25.000
They're shit everywhere.

366
00:16:25.000 --> 00:16:27.000
I have a CFO who's been with us for a long time.

367
00:16:27.000 --> 00:16:29.000
She went through all of our exits last year.

368
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She's probably almost 60.

369
00:16:30.000 --> 00:16:33.000
And she has to say she's like, it's all shit.

370
00:16:33.000 --> 00:16:36.000
Doesn't matter what business it is, they all got shit.

371
00:16:36.000 --> 00:16:37.000
She's Southern.

372
00:16:38.000 --> 00:16:40.000
And Suzanne's awesome.

373
00:16:40.000 --> 00:16:42.000
But it just always reminds me that there's always shit.

374
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Whenever we're starting something new,

375
00:16:44.000 --> 00:16:46.000
we encounter something that we didn't know before

376
00:16:46.000 --> 00:16:48.000
and we're like, oh, this makes this shitier.

377
00:16:48.000 --> 00:16:50.000
And then we think, well, are we going to jump out?

378
00:16:50.000 --> 00:16:51.000
No.

379
00:16:51.000 --> 00:16:53.000
Well, this is new information.

380
00:16:53.000 --> 00:16:54.000
Great.

381
00:16:54.000 --> 00:16:55.000
We're more informed.

382
00:16:55.000 --> 00:16:56.000
Fantastic.

383
00:16:56.000 --> 00:16:58.000
So that is the thing number one that is keeping you poor.

384
00:16:58.000 --> 00:17:00.000
Uninformed optimism.

385
00:17:00.000 --> 00:17:02.000
Number two is a little story I want to tell you.

386
00:17:02.000 --> 00:17:05.000
So I was called up probably two or three years ago

387
00:17:05.000 --> 00:17:07.000
by a guy I knew in high school.

388
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We hadn't talked in a while.

389
00:17:08.000 --> 00:17:10.000
And he said, hey, I've got this roofing business.

390
00:17:10.000 --> 00:17:12.000
You know, I want to scale it.

391
00:17:12.000 --> 00:17:13.000
I want to go big.

392
00:17:13.000 --> 00:17:14.000
I was like, that's awesome, man.

393
00:17:14.000 --> 00:17:16.000
And so he's telling me about the roofing business,

394
00:17:16.000 --> 00:17:17.000
telling me about the roofing business.

395
00:17:17.000 --> 00:17:19.000
And all of a sudden, he says, oh, yeah.

396
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I mean, we also do some general contracting work.

397
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And I was like, okay.

398
00:17:23.000 --> 00:17:26.000
Why don't you grow the roofing business?

399
00:17:26.000 --> 00:17:27.000
He's like, why?

400
00:17:27.000 --> 00:17:29.000
You know, don't leave money on the table.

401
00:17:29.000 --> 00:17:30.000
Okay.

402
00:17:30.000 --> 00:17:34.000
And then this one's going to sink in for some of you guys.

403
00:17:34.000 --> 00:17:37.000
And then he was like, I was like, so you've got the roofing.

404
00:17:37.000 --> 00:17:39.000
You've got the GC stuff.

405
00:17:39.000 --> 00:17:40.000
And he's like, yeah, that's what I'm doing.

406
00:17:40.000 --> 00:17:42.000
He's like, he paused for a second.

407
00:17:42.000 --> 00:17:45.000
He's like, well, we also kind of flip houses too.

408
00:17:45.000 --> 00:17:47.000
So we like fix them and flip them.

409
00:17:47.000 --> 00:17:49.000
We also do the contracting work.

410
00:17:49.000 --> 00:17:51.000
But we fix the roof so we just get huge cost.

411
00:17:51.000 --> 00:17:52.000
We're vertically integrated.

412
00:17:52.000 --> 00:17:54.000
I was like, did you make less three million bucks

413
00:17:54.000 --> 00:17:55.000
of your now fucking vertically integrated?

414
00:17:55.000 --> 00:17:57.000
You just tracked it, right?

415
00:17:57.000 --> 00:18:01.000
And he was like, how do I scale?

416
00:18:01.000 --> 00:18:03.000
And I was like, just pick one.

417
00:18:03.000 --> 00:18:04.000
He's like, what do you mean?

418
00:18:04.000 --> 00:18:05.000
I was like, pick one.

419
00:18:05.000 --> 00:18:09.000
He's like, why do you think you can't build a billion-dollar roofing business?

420
00:18:09.000 --> 00:18:10.000
Just doing roofing.

421
00:18:10.000 --> 00:18:12.000
And just get better at doing roofing.

422
00:18:12.000 --> 00:18:14.000
He's like, well, I don't leave money on the table.

423
00:18:14.000 --> 00:18:17.000
Who here said they don't leave money on the table?

424
00:18:17.000 --> 00:18:20.000
The money you were leaving on the table is the focus

425
00:18:20.000 --> 00:18:26.000
that you were not giving to the one thing that matters.

426
00:18:26.000 --> 00:18:29.000
And so by the way, this is the self-made woman list for Forbes.

427
00:18:29.000 --> 00:18:31.000
This is Diane Hendrix.

428
00:18:31.000 --> 00:18:35.000
She's the number one wealthiest self-made woman, by the way.

429
00:18:35.000 --> 00:18:38.000
And she owns, if you can see it there, ABC Supply,

430
00:18:38.000 --> 00:18:41.000
which is roofing.

431
00:18:41.000 --> 00:18:43.000
Not housewarming.

432
00:18:43.000 --> 00:18:45.000
Not general contracting work.

433
00:18:45.000 --> 00:18:47.000
Roofing.

434
00:18:47.000 --> 00:18:49.000
Why didn't he build that?

435
00:18:49.000 --> 00:18:51.000
He's smarter than Diane Hendrix.

436
00:18:51.000 --> 00:18:53.000
That's why.

437
00:18:53.000 --> 00:18:55.000
So this is the list.

438
00:18:55.000 --> 00:18:57.000
And this is what I want you to notice about this.

439
00:18:57.000 --> 00:19:01.000
This is the Forbes, the top six for women, self-made.

440
00:19:01.000 --> 00:19:03.000
Notice the age of the people on there.

441
00:19:03.000 --> 00:19:04.000
Age is the left column.

442
00:19:04.000 --> 00:19:09.000
75, 70, 84, 90, 89, 63.

443
00:19:09.000 --> 00:19:11.000
On the right, notice the source.

444
00:19:11.000 --> 00:19:14.000
Roofing, health care software, retail and gas stations,

445
00:19:14.000 --> 00:19:20.000
trucking, little Caesar's pizza, IT.

446
00:19:20.000 --> 00:19:24.000
So sexy.

447
00:19:24.000 --> 00:19:28.000
The point of this slide is that if you want to build something epic,

448
00:19:28.000 --> 00:19:32.000
you have to be able to do the same thing for an extended period of time

449
00:19:32.000 --> 00:19:36.000
without convincing yourself you're smarter than you are.

450
00:19:36.000 --> 00:19:40.000
Which means, if you wanted to not make money, this is what you should do.

451
00:19:40.000 --> 00:19:44.000
Number one, do lots of different things.

452
00:19:44.000 --> 00:19:47.000
Number two, do them for short periods of time.

453
00:19:47.000 --> 00:19:50.000
Don't stick with it too long, because you might see success.

454
00:19:50.000 --> 00:19:53.000
Number three, do not get help.

455
00:19:53.000 --> 00:19:56.000
Number four, make all the mistakes in your own.

456
00:19:56.000 --> 00:19:57.000
It's the best way to do it.

457
00:19:57.000 --> 00:19:59.000
Otherwise, if you start learning from other people's mistakes,

458
00:19:59.000 --> 00:20:01.000
you can move faster, so don't want to do that.

459
00:20:01.000 --> 00:20:03.000
When you make a mistake, do it again.

460
00:20:03.000 --> 00:20:04.000
Just repeat it.

461
00:20:04.000 --> 00:20:06.000
Especially if you're like, I've been here before.

462
00:20:06.000 --> 00:20:07.000
Do the same thing.

463
00:20:07.000 --> 00:20:09.000
Who here knows the definition of learning?

464
00:20:09.000 --> 00:20:12.000
I'll tell you.

465
00:20:12.000 --> 00:20:16.000
Same condition, different behavior.

466
00:20:16.000 --> 00:20:20.000
So if you want to teach someone something and you present them the same condition

467
00:20:20.000 --> 00:20:24.000
and they have not changed their behavior, they have not learned.

468
00:20:24.000 --> 00:20:27.000
If you came to this workshop this weekend

469
00:20:27.000 --> 00:20:30.000
with the intention of learning something, can I get everybody to raise their head

470
00:20:30.000 --> 00:20:33.000
if they had the intention of learning something while they were here?

471
00:20:33.000 --> 00:20:37.000
If you go back home and your behavior does not change,

472
00:20:37.000 --> 00:20:40.000
you learned nothing.

473
00:20:40.000 --> 00:20:41.000
Nothing.

474
00:20:41.000 --> 00:20:46.000
Truly took the money and burned it along with losing the output

475
00:20:46.000 --> 00:20:49.000
that you lost in the time of here plus travel.

476
00:20:49.000 --> 00:20:54.000
So if that definition has been singed into my mind because I want to learn something

477
00:20:54.000 --> 00:20:57.000
and I have the same condition that's been presented, I have to ask myself,

478
00:20:57.000 --> 00:21:00.000
if I do the same thing again, it means I have not learned.

479
00:21:00.000 --> 00:21:04.000
And I don't want to play this boss again.

480
00:21:04.000 --> 00:21:07.000
So if you do want to make money, you can flip it.

481
00:21:07.000 --> 00:21:09.000
You do one thing for a very long period of time.

482
00:21:09.000 --> 00:21:11.000
You get help from other people.

483
00:21:11.000 --> 00:21:13.000
You observe what other people have been doing.

484
00:21:13.000 --> 00:21:16.000
You only make the mistake one time if you are going to make them.

485
00:21:16.000 --> 00:21:20.000
And you always grow and challenge the beliefs that you had and try and answer the question,

486
00:21:20.000 --> 00:21:25.000
what do I believe to be true that is not?

487
00:21:25.000 --> 00:21:29.000
Because ordinary business is done for extraordinary time, create extraordinary results.

488
00:21:29.000 --> 00:21:31.000
Compounding is the thing.

489
00:21:31.000 --> 00:21:33.000
Like it has to compound.

490
00:21:33.000 --> 00:21:38.000
If the vehicle you are in right now does not compound with time, then change the vehicle.

491
00:21:38.000 --> 00:21:41.000
Get into something that if you stick with it for an extended period of time,

492
00:21:41.000 --> 00:21:45.000
it would be unreasonable that you will be poor.

493
00:21:45.000 --> 00:21:48.000
That was my construction buddy's story.

494
00:21:48.000 --> 00:21:51.000
So I had a conversation with a different friend.

495
00:21:51.000 --> 00:21:53.000
He had a zillion businesses.

496
00:21:53.000 --> 00:21:54.000
Like a zillion.

497
00:21:54.000 --> 00:21:56.000
I get a spreadsheet for how many businesses he had.

498
00:21:56.000 --> 00:21:58.000
And they were all bullshit businesses.

499
00:21:58.000 --> 00:21:59.000
They don't actually make any money.

500
00:21:59.000 --> 00:22:02.000
But he had a logo on a website and some VA.

501
00:22:02.000 --> 00:22:09.000
He was believing the fallacy of, I'm just going to wait to see the thing that takes off

502
00:22:09.000 --> 00:22:10.000
and then go island on that.

503
00:22:10.000 --> 00:22:13.000
Who here has thought this thought?

504
00:22:13.000 --> 00:22:14.000
I get it.

505
00:22:14.000 --> 00:22:15.000
I'm going to focus.

506
00:22:15.000 --> 00:22:16.000
I'm just going to wait.

507
00:22:16.000 --> 00:22:17.000
I'm going to be patient.

508
00:22:17.000 --> 00:22:19.000
See which one works out.

509
00:22:19.000 --> 00:22:22.000
And then, because I'm a good, you know, statistics guy,

510
00:22:22.000 --> 00:22:24.000
I'm going to go with the winning horse.

511
00:22:24.000 --> 00:22:25.000
Right?

512
00:22:25.000 --> 00:22:28.000
But the reality is that any of them can take off.

513
00:22:28.000 --> 00:22:30.000
You could have a billion dollar roofing business.

514
00:22:30.000 --> 00:22:32.000
You could have a billion dollar GC business.

515
00:22:32.000 --> 00:22:35.000
You could have a billion dollar household business.

516
00:22:35.000 --> 00:22:38.000
But you can't have them all.

517
00:22:38.000 --> 00:22:39.000
So you got to focus.

518
00:22:39.000 --> 00:22:40.000
You got to pick one.

519
00:22:40.000 --> 00:22:43.000
And the nice thing is it doesn't really matter which one you pick.

520
00:22:43.000 --> 00:22:44.000
But you do need to pick one.

521
00:22:44.000 --> 00:22:46.000
The picking is the thing that grows it.

522
00:22:46.000 --> 00:22:48.000
The ability to say no is the thing that grows it.

523
00:22:48.000 --> 00:22:50.000
Not the thing you pick.

524
00:22:50.000 --> 00:22:55.000
It's who you are as a consequence of the decision that changes the outcome.

525
00:22:55.000 --> 00:22:56.000
Not the vehicle.

526
00:22:56.000 --> 00:22:58.000
Does that make sense?

527
00:22:58.000 --> 00:23:03.000
So how arrogant is it to think that we can do multiple things at once

528
00:23:03.000 --> 00:23:06.000
and compete with someone who's spending all their time on that one thing?

529
00:23:06.000 --> 00:23:07.000
It's ridiculous.

530
00:23:07.000 --> 00:23:09.000
And yet we still do it.

531
00:23:09.000 --> 00:23:11.000
And so this is, I love this little cartoon.

532
00:23:11.000 --> 00:23:13.000
This guy, you know, he's got all the spending plates.

533
00:23:13.000 --> 00:23:19.000
And this is me with the red hair going to this guy who's hopefully my competitor

534
00:23:19.000 --> 00:23:21.000
and handing him more plates.

535
00:23:21.000 --> 00:23:23.000
Be like, oh, do you see all that shiny optical over there?

536
00:23:23.000 --> 00:23:24.000
Here, more plates.

537
00:23:24.000 --> 00:23:25.000
Go.

538
00:23:25.000 --> 00:23:27.000
I'm just going to do this one thing.

539
00:23:27.000 --> 00:23:28.000
It's my favorite thing in the world.

540
00:23:28.000 --> 00:23:30.000
Computing against somebody who's doing lots of things.

541
00:23:30.000 --> 00:23:31.000
It's very easy to win.

542
00:23:31.000 --> 00:23:33.000
You don't have to do much.

543
00:23:33.000 --> 00:23:37.000
Because you only have to do a tenth of what they do.

544
00:23:37.000 --> 00:23:40.000
So this is what focus really looks like.

545
00:23:40.000 --> 00:23:43.000
One thing, all in.

546
00:23:43.000 --> 00:23:45.000
You can write that down.

547
00:23:45.000 --> 00:23:46.000
You can circle it.

548
00:23:46.000 --> 00:23:47.000
One thing, all in.

549
00:23:47.000 --> 00:23:50.000
So I asked my friend of mine that had to excel sheet with all these zillions of questions.

550
00:23:50.000 --> 00:23:52.000
I said, if I had a magic wand,

551
00:23:52.000 --> 00:23:56.000
and I ended all your side projects except for one.

552
00:23:56.000 --> 00:23:57.000
Just one.

553
00:23:57.000 --> 00:23:58.000
The one that you think has the most opportunity.

554
00:23:58.000 --> 00:24:01.000
The one that's probably making the most money right now that you're not paying attention to.

555
00:24:01.000 --> 00:24:03.000
Because it's boring because it's all going to be doing it well.

556
00:24:04.000 --> 00:24:05.000
It's like, yeah.

557
00:24:05.000 --> 00:24:06.000
I was like, do you know what business it is?

558
00:24:06.000 --> 00:24:07.000
He's like, yeah.

559
00:24:07.000 --> 00:24:08.000
Like, okay.

560
00:24:08.000 --> 00:24:10.000
If you ended everything else because I have a magic wand.

561
00:24:10.000 --> 00:24:12.000
So I get to make the rules.

562
00:24:12.000 --> 00:24:13.000
The magic wand.

563
00:24:13.000 --> 00:24:14.000
They all disappear.

564
00:24:14.000 --> 00:24:16.000
I said, how easy would it be to grow that thing?

565
00:24:16.000 --> 00:24:17.000
You just looked at me.

566
00:24:17.000 --> 00:24:19.000
It's like, really fucking easy.

567
00:24:19.000 --> 00:24:21.000
It's like, hmm.

568
00:24:21.000 --> 00:24:24.000
Interesting.

569
00:24:24.000 --> 00:24:30.000
And so he's like, but that would be so hard because of insert real reason that no one gives a fuck about.

570
00:24:30.000 --> 00:24:32.000
No one cares.

571
00:24:32.000 --> 00:24:35.000
But I have to fire that, uh-huh.

572
00:24:35.000 --> 00:24:37.000
But I would have to shut that, uh-huh.

573
00:24:37.000 --> 00:24:41.000
But I would have to lay off the, uh-huh.

574
00:24:41.000 --> 00:24:45.000
All the riches you want are on the other side of a few hard conversations.

575
00:24:45.000 --> 00:24:50.000
And most people spend the rest of their lives not having them and being poor and wondering why.

576
00:24:50.000 --> 00:24:51.000
It's going to suck.

577
00:24:51.000 --> 00:24:54.000
It's going to be okay.

578
00:24:54.000 --> 00:24:55.000
That was my number three story.

579
00:24:55.000 --> 00:24:57.000
The magic wand.

580
00:24:57.000 --> 00:24:58.000
Number four.

581
00:24:58.000 --> 00:24:59.000
My favorite story.

582
00:24:59.000 --> 00:25:01.000
Who here has seen the Matrix?

583
00:25:01.000 --> 00:25:03.000
Awesome.

584
00:25:03.000 --> 00:25:08.000
You need to become the person who can say no to the woman in the red dress.

585
00:25:08.000 --> 00:25:13.000
The woman in the red dress is the representation of everything that a shiny object and beautiful and wonderful in the world.

586
00:25:13.000 --> 00:25:17.000
Whatever your flavor of woman in the red dress is.

587
00:25:17.000 --> 00:25:26.000
And the thing is, and this is something that I have now learned painstakingly, is that being able to say no to the woman in the red dress changes at levels.

588
00:25:26.000 --> 00:25:30.000
You can say no to the woman in the red dress, she's a crack head on the corner.

589
00:25:30.000 --> 00:25:31.000
Right?

590
00:25:31.000 --> 00:25:32.000
Thousand bucks a month.

591
00:25:32.000 --> 00:25:34.000
You're like, I can say no to her.

592
00:25:34.000 --> 00:25:35.000
No worries.

593
00:25:35.000 --> 00:25:36.000
Well, I got something better.

594
00:25:36.000 --> 00:25:37.000
Right?

595
00:25:37.000 --> 00:25:40.000
But then the $10,000 month girl, you're like, huh?

596
00:25:40.000 --> 00:25:41.000
Okay.

597
00:25:41.000 --> 00:25:42.000
Interesting.

598
00:25:42.000 --> 00:25:47.000
And if you're making $10,000 a month, it's hard to say no to that girl.

599
00:25:47.000 --> 00:25:51.000
But let's say that you're a hard-working, disciplined motherfucker.

600
00:25:51.000 --> 00:25:53.000
You get to $100,000 a month.

601
00:25:53.000 --> 00:25:58.000
There's a $100,000 month girl that's an opportunity that is much bigger than the one that you said no to before.

602
00:25:58.000 --> 00:26:01.000
And you have to learn to flex the muscle at every level.

603
00:26:01.000 --> 00:26:04.000
This is a lesson that I learned the hard way.

604
00:26:04.000 --> 00:26:08.000
I started a supplement company when Jim Launch was doing 26 million a year.

605
00:26:08.000 --> 00:26:14.000
And rather than say, oh, why don't I just take Jim Launch to 40 next year, I'll start another thing.

606
00:26:14.000 --> 00:26:19.000
Jim Launch stayed the same, and then I added another source of revenue that got us to 37.

607
00:26:19.000 --> 00:26:21.000
But it was a mistake strategically.

608
00:26:21.000 --> 00:26:22.000
I can tell the story.

609
00:26:22.000 --> 00:26:23.000
It sounds great on paper.

610
00:26:23.000 --> 00:26:25.000
We sold the company lots of money, whatever.

611
00:26:25.000 --> 00:26:28.000
But it was not the right move.

612
00:26:28.000 --> 00:26:34.000
And so I had learned how to say no to a million-dollar opportunity, a $5 million, a $10 million.

613
00:26:34.000 --> 00:26:39.000
But I hadn't learned how to say no to a $20 million opportunity when I was making $20 million.

614
00:26:39.000 --> 00:26:45.000
And so the woman in the red dress becomes more seductive, more attractive, the better you get.

615
00:26:45.000 --> 00:26:49.000
The more status you get, the harder the girl you attract.

616
00:26:49.000 --> 00:26:51.000
And I'm saying this figuratively for entrepreneurs.

617
00:26:51.000 --> 00:26:54.000
Does that make sense for everybody who's not into women with red dresses?

618
00:26:54.000 --> 00:26:55.000
Okay.

619
00:26:55.000 --> 00:27:03.000
Because this is what the woman in the red dress really looks like.

620
00:27:03.000 --> 00:27:11.000
Just ready to smash your shit and distract you and spread you thin so that you can't keep your eye on the ball.

621
00:27:11.000 --> 00:27:16.000
And then eventually she spreads you so thin that you don't know how to get out.

622
00:27:16.000 --> 00:27:19.000
And it feels like quicksing because as soon as you put out fires here, there's fires here.

623
00:27:19.000 --> 00:27:21.000
There's fires here, fires here.

624
00:27:21.000 --> 00:27:22.000
I need more talent.

625
00:27:22.000 --> 00:27:24.000
You take the best person from over here to fix that problem.

626
00:27:24.000 --> 00:27:26.000
Then this thing goes to shit.

627
00:27:26.000 --> 00:27:27.000
How do you get out?

628
00:27:27.000 --> 00:27:28.000
You got to cut shit.

629
00:27:28.000 --> 00:27:29.000
You got to eat your ego.

630
00:27:29.000 --> 00:27:32.000
You got to watch your revenue go down so that you can refocus.

631
00:27:32.000 --> 00:27:34.000
Reconsolidate. Bring the troop said.

632
00:27:34.000 --> 00:27:37.000
I'm saying this because someone here needs to do this.

633
00:27:37.000 --> 00:27:40.000
And I wish I had fucking heard this from somebody else.

634
00:27:40.000 --> 00:27:43.000
I would avoid a lot of pain.

635
00:27:43.000 --> 00:27:47.000
So how do you become that person who can say no to the woman in the red dress?

636
00:27:47.000 --> 00:27:52.000
You do the activity someone with those character traits would do despite not feeling good about it.

637
00:27:52.000 --> 00:27:55.000
So I'll tell you a story that I'll drive this home.

638
00:27:55.000 --> 00:27:58.000
So Layla and I were on this walk not that long ago.

639
00:27:58.000 --> 00:28:01.000
And I said, you know, I was like, I'm so impatient.

640
00:28:01.000 --> 00:28:02.000
I'm so impatient.

641
00:28:02.000 --> 00:28:04.000
I need to be more patient, right?

642
00:28:04.000 --> 00:28:07.000
And she was like, I don't think you're impatient.

643
00:28:07.000 --> 00:28:08.000
I was like, yeah, I am.

644
00:28:08.000 --> 00:28:09.000
I fucking hate this.

645
00:28:09.000 --> 00:28:10.000
I want this to be faster.

646
00:28:10.000 --> 00:28:12.000
I want everything to be bigger, faster, stronger.

647
00:28:12.000 --> 00:28:17.000
She's like, yeah, but you're not changing your behavior like you feel that way.

648
00:28:17.000 --> 00:28:21.000
But you haven't done anything that's not aligned with the long term strategic vision.

649
00:28:21.000 --> 00:28:23.000
I was like, yeah, but I feel fucking terrible.

650
00:28:23.000 --> 00:28:25.000
I want to be like Zen about it.

651
00:28:25.000 --> 00:28:27.000
She's like, yeah, but that's not how it works.

652
00:28:27.000 --> 00:28:31.000
She's like, patience is about the behaviors we do, not how we feel about behaviors.

653
00:28:31.000 --> 00:28:36.000
So who here has heard the quote, courage is not the absence of fear, but it's action to spite fear.

654
00:28:36.000 --> 00:28:38.000
Right?

655
00:28:38.000 --> 00:28:44.000
Patience is not feeling impatient and feeling terrible about waiting about not jumping on these opportunities.

656
00:28:44.000 --> 00:28:49.000
It's about not jumping on the opportunities despite feeling like shit about it and wanting to.

657
00:28:49.000 --> 00:28:50.000
Right?

658
00:28:50.000 --> 00:28:53.000
Loyalty is not necessarily about the fact that your eye doesn't get caught every once in a while.

659
00:28:53.000 --> 00:28:54.000
Right?

660
00:28:54.000 --> 00:28:57.000
Or maybe even feel a desire that you wish you didn't feel.

661
00:28:57.000 --> 00:28:59.000
It's about whether you act on it.

662
00:28:59.000 --> 00:29:03.000
Because who here would rather have somebody, I think you already know where I'm going with this.

663
00:29:03.000 --> 00:29:04.000
Right?

664
00:29:04.000 --> 00:29:06.000
In terms of loyalty, how would you rather?

665
00:29:06.000 --> 00:29:09.000
Right? You'd rather the person not act on the thought.

666
00:29:09.000 --> 00:29:10.000
That is how you gain the trait.

667
00:29:10.000 --> 00:29:13.000
And then over time, this is my belief.

668
00:29:13.000 --> 00:29:18.000
If you do that enough times, those feelings go away through exposure therapy.

669
00:29:18.000 --> 00:29:22.000
Like you get exposed to this condition over and over again and eventually,

670
00:29:22.000 --> 00:29:25.000
you know that you don't die because that's what it feels like.

671
00:29:25.000 --> 00:29:30.000
And so whether it's a loyalty issue, an integrity issue, a courage issue, a focus issue,

672
00:29:30.000 --> 00:29:35.000
a point of this message today.

673
00:29:35.000 --> 00:29:39.000
To become that person, you just start acting like the person who has those beliefs

674
00:29:39.000 --> 00:29:43.000
and you behave in that way, and then it will stink in.

675
00:29:43.000 --> 00:29:45.000
One minute of the right address.

676
00:29:45.000 --> 00:29:48.000
So, new distractions kill leverage and keep you poor.

677
00:29:48.000 --> 00:29:50.000
Focus multiplies it.

678
00:29:50.000 --> 00:29:51.000
I said three things.

679
00:29:51.000 --> 00:29:53.000
Number one, how making money really works.

680
00:29:53.000 --> 00:29:55.000
It all comes down to leverage.

681
00:29:55.000 --> 00:29:58.000
Number two, why making new stuff is making you poor.

682
00:29:58.000 --> 00:30:00.000
Which means you have to focus.

683
00:30:00.000 --> 00:30:03.000
And number three is why better is leverage.

684
00:30:03.000 --> 00:30:05.000
This is the make money part.

685
00:30:05.000 --> 00:30:09.000
Here's the simple approach to growth that we use with our portfolio companies.

686
00:30:09.000 --> 00:30:13.000
Better is better than new.

687
00:30:13.000 --> 00:30:15.000
Better is leverage.

688
00:30:15.000 --> 00:30:18.000
Because remember, leverage is how we get more from what we put in.

689
00:30:18.000 --> 00:30:21.000
If you do it better, you get more for what you put in.

690
00:30:21.000 --> 00:30:23.000
That is leverage.

691
00:30:23.000 --> 00:30:25.000
Examples.

692
00:30:25.000 --> 00:30:30.000
If you have call scripts, if you make content, if you have websites that you are building,

693
00:30:30.000 --> 00:30:35.000
if you have follow up sequences, if you have offers, if you do the current thing,

694
00:30:35.000 --> 00:30:37.000
you get what you currently have.

695
00:30:37.000 --> 00:30:41.000
If you make it better, you will get more from the activities.

696
00:30:41.000 --> 00:30:46.000
You can create leverage in your business by being better.

697
00:30:46.000 --> 00:30:48.000
And better comes from boring.

698
00:30:48.000 --> 00:30:53.000
Most of us solved an emotional need by quitting whatever we were doing to start to become an entrepreneur.

699
00:30:53.000 --> 00:30:56.000
And then we had a positive reinforcement from that behavior.

700
00:30:56.000 --> 00:30:59.000
And so then we learned that as a way of life.

701
00:30:59.000 --> 00:31:03.000
But the problem is that the thing that forced you or that emotional,

702
00:31:03.000 --> 00:31:08.000
that decreased your action threshold, thus that you would jump into the next thing,

703
00:31:08.000 --> 00:31:13.000
is the very thing that will make you jump out of the opportunity that could become your billion dollar thing.

704
00:31:13.000 --> 00:31:15.000
Does that make sense?

705
00:31:15.000 --> 00:31:18.000
You felt uncomfortable in your job, quit your job, you got rewarded.

706
00:31:18.000 --> 00:31:20.000
And so you think, oh, when I quit things, I'll get rewarded.

707
00:31:20.000 --> 00:31:23.000
But that's the wrong lesson. It only works once.

708
00:31:23.000 --> 00:31:25.000
And then you have to unlearn it.

709
00:31:25.000 --> 00:31:30.000
And with each level of entrepreneurship, there are lessons like that that you have to unlearn the thing that got you there.

710
00:31:30.000 --> 00:31:32.000
Better comes from boring.

711
00:31:32.000 --> 00:31:36.000
It is not exciting to run your 38th split test on a landing page.

712
00:31:36.000 --> 00:31:40.000
It does make you more money.

713
00:31:40.000 --> 00:31:43.000
It comes from doing all the shit that you know you should be doing but aren't.

714
00:31:43.000 --> 00:31:47.000
And so right now this is an activity, so this is an active part.

715
00:31:47.000 --> 00:31:54.000
Imagine a list of all the stuff you know you should be doing but aren't doing right now within your existing business.

716
00:31:54.000 --> 00:32:00.000
Like right now, like top of your head, you know there's some shit that you should be doing in your business.

717
00:32:00.000 --> 00:32:08.000
I'm going to give you 15 seconds.

718
00:32:08.000 --> 00:32:13.000
The reason that stuff is so important is because you already know what you need to do.

719
00:32:13.000 --> 00:32:17.000
You come here to get raw rod, etc.

720
00:32:17.000 --> 00:32:22.000
But the shit is on your desk at home.

721
00:32:22.000 --> 00:32:26.000
That is the work that must be done. It needs doing.

722
00:32:26.000 --> 00:32:31.000
And most of us know what to do and we don't want to confront it because we want to do something more stimulating and exciting that makes us feel alive.

723
00:32:31.000 --> 00:32:34.000
And your business doesn't give a fuck.

724
00:32:34.000 --> 00:32:40.000
Better is boring and better gets you more for what you put in. Better is leverage.

725
00:32:40.000 --> 00:32:44.000
Now imagine who here has a few businesses.

726
00:32:44.000 --> 00:32:47.000
You're really fucking hard to make that list, wouldn't it? There's too much shit.

727
00:32:47.000 --> 00:32:51.000
There's too much stuff to make the business.

728
00:32:51.000 --> 00:32:54.000
Which means you become as impossible.

729
00:32:54.000 --> 00:33:00.000
Which means that's why you have to pick one because there's so much stuff that has to be done to do one business right.

730
00:33:00.000 --> 00:33:05.000
Just do it right. If you do it right, you grow by default.

731
00:33:05.000 --> 00:33:09.000
There's a promise.

732
00:33:09.000 --> 00:33:12.000
Who here is like, I know I should be doing more email follow up.

733
00:33:12.000 --> 00:33:14.000
I know I should be calling my leads within five minutes.

734
00:33:14.000 --> 00:33:17.000
Who here thinks that right now?

735
00:33:17.000 --> 00:33:20.000
Okay, let me ask a different question and many of you did raise your hand.

736
00:33:20.000 --> 00:33:23.000
Who here calls other leads within five minutes?

737
00:33:23.000 --> 00:33:25.000
Okay, like two hands.

738
00:33:25.000 --> 00:33:27.000
You will triple your sales.

739
00:33:27.000 --> 00:33:29.000
Triple.

740
00:33:29.000 --> 00:33:30.000
Triple.

741
00:33:30.000 --> 00:33:32.000
Who wants to triple the fucking business? Triple.

742
00:33:32.000 --> 00:33:35.000
But that sounds boring.

743
00:33:35.000 --> 00:33:37.000
Sure is. Got to implement the CRM.

744
00:33:37.000 --> 00:33:39.000
Got to get round robin setup.

745
00:33:39.000 --> 00:33:40.000
Leads got to come in.

746
00:33:40.000 --> 00:33:43.000
You got to figure out how call prioritization works between the team.

747
00:33:43.000 --> 00:33:44.000
That's boring.

748
00:33:44.000 --> 00:33:47.000
Makes you shitload of money.

749
00:33:47.000 --> 00:33:48.000
That's how it works.

750
00:33:48.000 --> 00:33:50.000
Who's going to win? Two different businesses.

751
00:33:50.000 --> 00:33:52.000
The guys who got the shit dialed.

752
00:33:52.000 --> 00:33:58.000
Better gets you more for what you put in.

753
00:33:58.000 --> 00:34:03.000
And when you do get home, order it from the amount you have to put in

754
00:34:03.000 --> 00:34:06.000
to get the thing done that will result in the most output.

755
00:34:06.000 --> 00:34:10.000
And start taking them off.

756
00:34:10.000 --> 00:34:13.000
And you continue to ignore the new things that sound really exciting.

757
00:34:13.000 --> 00:34:18.000
And you become the person who's able to do that by pretending to be the person who's able to do that.

758
00:34:18.000 --> 00:34:20.000
Because you already know what to do.

759
00:34:20.000 --> 00:34:24.000
So this is a mental model I really like a lot.

760
00:34:24.000 --> 00:34:26.000
Who here has ever had a coach or a mentor?

761
00:34:26.000 --> 00:34:29.000
Has anyone ever coached or mentored other people?

762
00:34:29.000 --> 00:34:33.000
Does anyone feel like they're a better mentor than they are a person who does shit?

763
00:34:33.000 --> 00:34:36.000
I do that all the time.

764
00:34:36.000 --> 00:34:38.000
And so the thing is, I asked myself this question.

765
00:34:38.000 --> 00:34:41.000
It's actually been one of the most profound, most helpful questions I've had.

766
00:34:41.000 --> 00:34:45.000
Which is, if I were coaching me, and the beautiful thing about this is that when you coach you,

767
00:34:45.000 --> 00:34:47.000
you have no other agenda.

768
00:34:47.000 --> 00:34:49.000
You're just trying to help you.

769
00:34:49.000 --> 00:34:52.000
And you also have more information than anyone else has.

770
00:34:52.000 --> 00:34:54.000
You've been on every conversation.

771
00:34:54.000 --> 00:34:56.000
You've read every email.

772
00:34:56.000 --> 00:34:58.000
You've seen every report.

773
00:34:58.000 --> 00:35:03.000
So if you were coaching you right now, what would you tell you to do?

774
00:35:03.000 --> 00:35:08.000
And what's crazy about this is that half the fucking time is not what I'm doing.

775
00:35:08.000 --> 00:35:11.000
Coach me much smarter than me, me.

776
00:35:11.000 --> 00:35:13.000
Right?

777
00:35:13.000 --> 00:35:14.000
Moo-mo.

778
00:35:14.000 --> 00:35:16.000
Okay.

779
00:35:16.000 --> 00:35:18.000
Take your own advice.

780
00:35:18.000 --> 00:35:20.000
If you do that, I promise you'll make more money.

781
00:35:20.000 --> 00:35:23.000
Be like, ah, I'm a special snowflake.

782
00:35:23.000 --> 00:35:25.000
You're just convincing yourself that you're smarter than you are,

783
00:35:25.000 --> 00:35:28.000
and giving yourself reasons that reality does not apply to you.

784
00:35:28.000 --> 00:35:29.000
It does.

785
00:35:29.000 --> 00:35:30.000
And this is just a boss level.

786
00:35:30.000 --> 00:35:34.000
You might need to keep going against the snowflake until eventually you figure out that.

787
00:35:34.000 --> 00:35:37.000
You just got to melt it by being there and hanging in.

788
00:35:37.000 --> 00:35:43.000
And so in my entrepreneurial career, there's two periods, very clear definitions of periods of time in my life.

789
00:35:43.000 --> 00:35:46.000
The first period was when I was distracted.

790
00:35:46.000 --> 00:35:48.000
This is when I did not make money.

791
00:35:48.000 --> 00:35:50.000
I had six gyms.

792
00:35:50.000 --> 00:35:53.000
I had a launch business where we do gym turn rounds in person.

793
00:35:53.000 --> 00:35:55.000
That's where I actually physically was.

794
00:35:55.000 --> 00:35:56.000
Not at my gyms.

795
00:35:56.000 --> 00:35:59.000
I had a dentist, a dental agency.

796
00:35:59.000 --> 00:36:02.000
I had a car practice agency.

797
00:36:02.000 --> 00:36:05.000
I think I had something else.

798
00:36:05.000 --> 00:36:07.000
More lots of fingers, right?

799
00:36:07.000 --> 00:36:11.000
And I was 26-ish.

800
00:36:11.000 --> 00:36:17.000
And I would love to tell people, ah, I own nine companies, right?

801
00:36:17.000 --> 00:36:18.000
I'm poor.

802
00:36:18.000 --> 00:36:19.000
But.

803
00:36:19.000 --> 00:36:23.000
But it felt really good, struck my ego.

804
00:36:23.000 --> 00:36:24.000
Not my bank account.

805
00:36:24.000 --> 00:36:30.000
So it was only when Layla, the angel of my life, was like, hey, you know,

806
00:36:30.000 --> 00:36:34.000
this one makes us the most money and you spend the least amount of time on it.

807
00:36:34.000 --> 00:36:37.000
That gym one's thing actually works.

808
00:36:37.000 --> 00:36:40.000
But I have to like, I would have to like sell all those gyms.

809
00:36:40.000 --> 00:36:41.000
I'd have to end partnerships.

810
00:36:41.000 --> 00:36:43.000
I'd have to let go of people in the agency.

811
00:36:44.000 --> 00:36:49.000
Yeah, or you could just, you know, keep doing what you're doing, just clearly working.

812
00:36:49.000 --> 00:36:51.000
Point taken, you know.

813
00:36:51.000 --> 00:36:59.000
And so over the next 90 days, I sold five gyms, shut one down, shut down both agencies,

814
00:36:59.000 --> 00:37:01.000
and got rid of everything.

815
00:37:01.000 --> 00:37:08.000
And 12 months later, from that moment, we were doing one and a half million a month.

816
00:37:08.000 --> 00:37:10.000
From zero.

817
00:37:10.000 --> 00:37:14.000
And so, and 12 months after that, we were at four and a half million a month.

818
00:37:14.000 --> 00:37:16.000
One thing.

819
00:37:16.000 --> 00:37:18.000
And so this was the second period.

820
00:37:18.000 --> 00:37:19.000
Just focus.

821
00:37:19.000 --> 00:37:22.000
It's so much easier to stack the deck in your favor if you just do one thing.

822
00:37:22.000 --> 00:37:25.000
Because when you focus on one thing, you make it unreasonable to fail.

823
00:37:25.000 --> 00:37:28.000
If you do one thing for an extended period of time, it becomes unreasonable to suck.

824
00:37:28.000 --> 00:37:31.000
If you do it more than anyone else has done it, you'll be better than that.

825
00:37:31.000 --> 00:37:32.000
Just as what it is.

826
00:37:32.000 --> 00:37:34.000
People ask me on the time, they're like, hey, how do you get so good at sales?

827
00:37:34.000 --> 00:37:35.000
I took 4,000 fucking sales calls.

828
00:37:35.000 --> 00:37:36.000
That's how I did it.

829
00:37:36.000 --> 00:37:37.000
That's how I did it.

830
00:37:37.000 --> 00:37:38.000
I didn't even go through a sales training.

831
00:37:38.000 --> 00:37:39.000
I had 4,000 fucking conversations.

832
00:37:39.000 --> 00:37:40.000
That's how I did it.

833
00:37:40.000 --> 00:37:45.000
And so, if you wanted to be the best salesman in the world, then have more sales conversations

834
00:37:45.000 --> 00:37:46.000
than anyone else has.

835
00:37:46.000 --> 00:37:49.000
If you want to be the best real estate investor, then do more deals than anyone else has.

836
00:37:49.000 --> 00:37:53.000
And like the subsequent before, that is send out more mailers than anyone else has.

837
00:37:53.000 --> 00:37:55.000
Have more cold colors than anyone else has.

838
00:37:55.000 --> 00:37:57.000
Send more cold DMs than anyone else has.

839
00:37:57.000 --> 00:37:58.000
And you'll become the best.

840
00:37:58.000 --> 00:38:01.000
And if you put that as the output, the thing that you're looking at,

841
00:38:01.000 --> 00:38:05.000
it becomes unreasonable that you would be not the best, right?

842
00:38:05.000 --> 00:38:07.000
Like you're at least going to be top 10.

843
00:38:07.000 --> 00:38:11.000
And if who here would be top 10 in real estate in the US, would you be okay with that?

844
00:38:11.000 --> 00:38:13.000
Hi, it wouldn't be bad.

845
00:38:13.000 --> 00:38:15.000
And the thing is that everyone fails because they want to move fast.

846
00:38:15.000 --> 00:38:17.000
Like this is the number one issue.

847
00:38:17.000 --> 00:38:20.000
So, they don't have a solid foundation.

848
00:38:20.000 --> 00:38:21.000
They draw the dotted line.

849
00:38:21.000 --> 00:38:23.000
And they think I'm going to try and shortcut it.

850
00:38:23.000 --> 00:38:24.000
I'm not going to fix my product.

851
00:38:24.000 --> 00:38:28.000
I'm not going to make it really good because I want to go fast because I want to show to my friends

852
00:38:28.000 --> 00:38:29.000
that I'm growing every month.

853
00:38:29.000 --> 00:38:30.000
I want to show how good I am.

854
00:38:30.000 --> 00:38:32.000
The thing is, it's a short game.

855
00:38:32.000 --> 00:38:37.000
Like how many times it's like, the restaurant example is so simple.

856
00:38:37.000 --> 00:38:41.000
So many people start a restaurant, slap two pieces of wonder bread together,

857
00:38:41.000 --> 00:38:44.000
put a slice of baloney in there, and then market it like fucking crazy.

858
00:38:44.000 --> 00:38:46.000
And they're like, dude, I don't get why my business isn't growing.

859
00:38:46.000 --> 00:38:51.000
I'm like, because everyone who has your food literally tells everyone that it fucking sucks and never come back.

860
00:38:51.000 --> 00:38:54.000
So there's this invisible hand that works against people,

861
00:38:54.000 --> 00:38:59.000
which is who knows about the power of word of mouth, right?

862
00:39:00.000 --> 00:39:02.000
The invisible hand, who here runs ads?

863
00:39:02.000 --> 00:39:03.000
Let me ask that question.

864
00:39:03.000 --> 00:39:04.000
Who here runs advertisement?

865
00:39:04.000 --> 00:39:05.000
Okay.

866
00:39:05.000 --> 00:39:07.000
If you run ads, and it has become more expensive for you,

867
00:39:07.000 --> 00:39:10.000
disproportionate to the increase in CPMs,

868
00:39:10.000 --> 00:39:13.000
just cost for impression or eyeballs, in that period of time that you've been in business,

869
00:39:13.000 --> 00:39:17.000
then it means that you have negative word of mouth.

870
00:39:17.000 --> 00:39:19.000
So if you're like, why don't you get that many referrals?

871
00:39:19.000 --> 00:39:22.000
Oh, are you sure you get a whole bunch of people who you get negative referrals?

872
00:39:22.000 --> 00:39:23.000
You get negative sales.

873
00:39:23.000 --> 00:39:26.000
You have to spend twice as much of a car customer because every other customer that you would have acquired

874
00:39:27.000 --> 00:39:29.000
was told by someone else not to buy from you.

875
00:39:29.000 --> 00:39:31.000
It's the invisible hand.

876
00:39:31.000 --> 00:39:33.000
When you shortcut it, promote, promote, promote, promote.

877
00:39:33.000 --> 00:39:36.000
And then flat line, and then dissolve.

878
00:39:36.000 --> 00:39:38.000
And then you come up with new shit.

879
00:39:38.000 --> 00:39:41.000
And who here are seeing the people on the internet doing this game?

880
00:39:41.000 --> 00:39:43.000
Over and over and over again.

881
00:39:43.000 --> 00:39:44.000
They don't get the product right.

882
00:39:44.000 --> 00:39:47.000
They put two pieces of, of Bloney, you know,

883
00:39:47.000 --> 00:39:49.000
of sandwich together with a Bloney slice in the middle and they call it a product.

884
00:39:49.000 --> 00:39:53.000
And then we have ham with one slice in the middle and it's still shit.

885
00:39:54.000 --> 00:39:58.000
Because they don't want to take the 12 months to actually get the fucking product right.

886
00:39:58.000 --> 00:40:02.000
But on the long game, 10 years from now, the guy who takes the first year,

887
00:40:02.000 --> 00:40:05.000
takes a break even on that year just to get the product right,

888
00:40:05.000 --> 00:40:06.000
makes everything easy.

889
00:40:06.000 --> 00:40:09.000
But no one can wait 12 months.

890
00:40:09.000 --> 00:40:11.000
Because they can't see the big picture.

891
00:40:11.000 --> 00:40:15.000
They keep trying to string three of these little shortcuts together rather than build a foundation.

892
00:40:15.000 --> 00:40:17.000
Better is leverage.

893
00:40:17.000 --> 00:40:20.000
Better gets you more for what you put in.

894
00:40:21.000 --> 00:40:23.000
This is what small businesses look like.

895
00:40:23.000 --> 00:40:25.000
This is what big businesses look like.

896
00:40:25.000 --> 00:40:27.000
The amount of activities actually not that different.

897
00:40:27.000 --> 00:40:29.000
It's just aligned.

898
00:40:29.000 --> 00:40:30.000
It's just all in the same direction.

899
00:40:30.000 --> 00:40:31.000
It's all it is.

900
00:40:31.000 --> 00:40:33.000
It's really not, I promise you, a bit in both.

901
00:40:33.000 --> 00:40:34.000
It's all it is.

902
00:40:34.000 --> 00:40:35.000
There's no magic.

903
00:40:35.000 --> 00:40:37.000
It's just aligned.

904
00:40:37.000 --> 00:40:38.000
Same on put.

905
00:40:38.000 --> 00:40:40.000
More output.

906
00:40:40.000 --> 00:40:43.000
We're boring, but better looks like.

907
00:40:43.000 --> 00:40:46.000
It means split testing landing page is not once but weekly.

908
00:40:46.000 --> 00:40:49.000
Not just one time when you come here, you put the process in place to do it every fucking week.

909
00:40:50.000 --> 00:40:51.000
Split testing emails.

910
00:40:51.000 --> 00:40:53.000
Not once but weekly.

911
00:40:53.000 --> 00:40:54.000
Making new ads and creative.

912
00:40:54.000 --> 00:40:56.000
Not when you have to.

913
00:40:56.000 --> 00:40:59.000
But before you need them.

914
00:40:59.000 --> 00:41:01.000
Roll playing with the sales team.

915
00:41:01.000 --> 00:41:03.000
Not once but daily.

916
00:41:03.000 --> 00:41:05.000
Roll playing with customer success.

917
00:41:05.000 --> 00:41:07.000
Hey, I want a refund.

918
00:41:07.000 --> 00:41:08.000
Hey, I hated this.

919
00:41:08.000 --> 00:41:09.000
Hey, it wasn't fast enough.

920
00:41:09.000 --> 00:41:11.000
What did they say?

921
00:41:11.000 --> 00:41:12.000
Roll play.

922
00:41:12.000 --> 00:41:13.000
If you have amazing customer success,

923
00:41:13.000 --> 00:41:14.000
they roll play every day.

924
00:41:14.000 --> 00:41:15.000
They'll get fucking good.

925
00:41:15.000 --> 00:41:16.000
I promise.

926
00:41:16.000 --> 00:41:18.000
How exciting is that?

927
00:41:18.000 --> 00:41:20.000
Not at all.

928
00:41:20.000 --> 00:41:21.000
Not at all.

929
00:41:21.000 --> 00:41:22.000
But you know what it does?

930
00:41:22.000 --> 00:41:23.000
It makes you more money.

931
00:41:23.000 --> 00:41:25.000
Taking 10 more interviews for the same role.

932
00:41:25.000 --> 00:41:26.000
Socks.

933
00:41:26.000 --> 00:41:28.000
Socks to talk to 10 more people for no reason.

934
00:41:28.000 --> 00:41:29.000
But there is a reason.

935
00:41:29.000 --> 00:41:35.000
Because you're trying to find the one person that's going to give you 10 times the leverage on that time you got back.

936
00:41:35.000 --> 00:41:36.000
Think about this.

937
00:41:36.000 --> 00:41:41.000
But if you didn't take those interviews, you hire someone wait six months and they have to do the whole thing again and you lost the six months.

938
00:41:41.000 --> 00:41:44.000
That's what Layla was talking about.

939
00:41:44.000 --> 00:41:47.000
Taking more time to make your lead magnet better.

940
00:41:47.000 --> 00:41:49.000
Make your offer better and better.

941
00:41:49.000 --> 00:41:51.000
All these things are boring but make you more money.

942
00:41:51.000 --> 00:41:53.000
And so this is my promise.

943
00:41:53.000 --> 00:41:56.000
Is that doing all the un-sixie shit that you aren't doing?

944
00:41:56.000 --> 00:41:57.000
But no you should.

945
00:41:57.000 --> 00:41:59.000
Is the secret to the success.

946
00:41:59.000 --> 00:42:01.000
My promise is if you do nothing new.

947
00:42:01.000 --> 00:42:06.000
But only what you already know you should be doing that your self-coach tells you to.

948
00:42:06.000 --> 00:42:08.000
You will make more money in the next 12 months and you can imagine.

949
00:42:08.000 --> 00:42:10.000
You just got to do it right.

950
00:42:10.000 --> 00:42:14.000
So this is actually a text I got yesterday.

951
00:42:14.000 --> 00:42:16.000
Yeah it was yesterday.

952
00:42:16.000 --> 00:42:24.000
This guy had lost everything and he had set a goal down for himself and he said hey,

953
00:42:24.000 --> 00:42:30.000
last day of 2021, set a business goal that I thought was quite honestly unrealistic and possible to hit.

954
00:42:30.000 --> 00:42:33.000
Well I'm going to surpassed in Q3.

955
00:42:33.000 --> 00:42:37.000
And so the only thing that I told him to do was to commit to the activities.

956
00:42:37.000 --> 00:42:40.000
I was like just do the same thing every day, rain or shine.

957
00:42:40.000 --> 00:42:41.000
It was prospect.

958
00:42:41.000 --> 00:42:43.000
I was like prospect every day.

959
00:42:43.000 --> 00:42:47.000
And the first few months he actually had a couple of good months and then he slowed down.

960
00:42:47.000 --> 00:42:49.000
He's like how do I stay committed?

961
00:42:49.000 --> 00:42:52.000
I was like because you felt successful for fucking getting an outcome.

962
00:42:52.000 --> 00:42:55.000
It's irrelevant for who you are.

963
00:42:55.000 --> 00:42:58.000
Some of you guys have heard this quote but your work works on you more than you work on it.

964
00:42:58.000 --> 00:43:01.000
I was like you need to become the person who isn't satisfied with whatever that outcome was.

965
00:43:01.000 --> 00:43:05.000
But only by the commitment that you made to yourself about the activity that you were going to do.

966
00:43:05.000 --> 00:43:10.000
And so whether it was up or it was down it divorces the actions from the outcome.

967
00:43:10.000 --> 00:43:13.000
Not to say that the outcome is not the work it is.

968
00:43:13.000 --> 00:43:18.000
But in terms of who you are, who you are is forged in the repetitive act.

969
00:43:18.000 --> 00:43:22.000
Final point.

970
00:43:22.000 --> 00:43:28.000
Who here knows the difference between a seven out of ten book and a nine and a half out of ten book?

971
00:43:28.000 --> 00:43:32.000
About 20 times the work realistically.

972
00:43:32.000 --> 00:43:38.000
Who here knows the difference in sales between a seven and a half book and a nine and a half book?

973
00:43:38.000 --> 00:43:41.000
About a thousand times the sales.

974
00:43:41.000 --> 00:43:49.000
And so if you do 20 times the work you get a thousand times the effort that's a 50x increase per unit of input.

975
00:43:49.000 --> 00:43:50.000
It's a lot.

976
00:43:50.000 --> 00:43:51.000
It's worth it.

977
00:43:51.000 --> 00:43:55.000
But you do have to do 20 times more work.

978
00:43:55.000 --> 00:43:57.000
That is leverage.

979
00:43:57.000 --> 00:44:02.000
And opportunity is missed by most because it is dressed in overalls and looks like work.

980
00:44:02.000 --> 00:44:05.000
And so I said I was going to cover three things and I have a little thing at the end here.

981
00:44:05.000 --> 00:44:07.000
It will take me less than five.

982
00:44:07.000 --> 00:44:08.000
You guys cool with that?

983
00:44:08.000 --> 00:44:09.000
All right.

984
00:44:09.000 --> 00:44:10.000
Sweet.

985
00:44:10.000 --> 00:44:11.000
So I said I was going to cover three things.

986
00:44:11.000 --> 00:44:12.000
I want to make sure I fill my promise.

987
00:44:12.000 --> 00:44:14.000
Number one is how making money really works.

988
00:44:14.000 --> 00:44:15.000
Leverage.

989
00:44:15.000 --> 00:44:16.000
Everybody feel good with that?

990
00:44:16.000 --> 00:44:17.000
Does that make sense?

991
00:44:17.000 --> 00:44:18.000
All right.

992
00:44:18.000 --> 00:44:19.000
Number two.

993
00:44:19.000 --> 00:44:23.000
Why making new shit is making you poor and why you have to focus?

994
00:44:23.000 --> 00:44:26.000
Number three is why better is leverage.

995
00:44:26.000 --> 00:44:28.000
Awesome.

996
00:44:28.000 --> 00:44:32.000
And so I want to wrap up my presentation with a quick demonstration of leverage in the real world.

997
00:44:32.000 --> 00:44:34.000
Getting more out of the same thing.

998
00:44:34.000 --> 00:44:35.000
Okay.

999
00:44:35.000 --> 00:44:38.000
So we're going to need an exercise to wrap this up.

1000
00:44:38.000 --> 00:44:41.000
And I think that it will do more than anything I could say with these slides.

1001
00:44:41.000 --> 00:44:43.000
This is probably what you remember.

1002
00:44:43.000 --> 00:44:45.000
Unfortunately with all my pictures.

1003
00:44:45.000 --> 00:44:46.000
Pretty pictures.

1004
00:44:46.000 --> 00:44:50.000
So I'm going to take a single action and increase the leverage in real time in front of you.

1005
00:44:51.000 --> 00:44:52.000
Is that cool?

1006
00:44:52.000 --> 00:44:54.000
So you'll see it before and after in front of your eyes.

1007
00:44:54.000 --> 00:44:56.000
It's like a real world money magic trick.

1008
00:44:56.000 --> 00:44:57.000
Okay.

1009
00:44:57.000 --> 00:45:00.000
So I give you a lot of examples of things you can improve in a business.

1010
00:45:00.000 --> 00:45:03.000
Better calls, better content, better sales scripts, better website, better follow-up, better offers.

1011
00:45:03.000 --> 00:45:04.000
Right.

1012
00:45:04.000 --> 00:45:07.000
So what I'm going to do is I'm going to highlight just one of these things.

1013
00:45:07.000 --> 00:45:08.000
All right.

1014
00:45:08.000 --> 00:45:09.000
For you right now.

1015
00:45:09.000 --> 00:45:13.000
And show you how many riches lie unlocked within your business today that you already know about.

1016
00:45:13.000 --> 00:45:16.000
So I'm going to focus on offers because it's an easy one I can do in front of everyone.

1017
00:45:16.000 --> 00:45:17.000
All right.

1018
00:45:17.000 --> 00:45:20.000
So I'm going to show you the leverage of a better offer.

1019
00:45:20.000 --> 00:45:23.000
So I'm going to sell you a book for $100,000.

1020
00:45:23.000 --> 00:45:25.000
Just kidding.

1021
00:45:25.000 --> 00:45:27.000
$1,000.

1022
00:45:27.000 --> 00:45:30.000
So the point of leverage is a better offer.

1023
00:45:30.000 --> 00:45:32.000
Sorry, the point is leverage of a better offer.

1024
00:45:32.000 --> 00:45:37.000
One action, selling, one product, a book, leverage is how much money it fetches for the same activity.

1025
00:45:37.000 --> 00:45:38.000
Does that make sense?

1026
00:45:38.000 --> 00:45:39.000
Our equation?

1027
00:45:39.000 --> 00:45:40.000
Does it make sense?

1028
00:45:40.000 --> 00:45:41.000
Okay.

1029
00:45:41.000 --> 00:45:43.000
Here are the directions for this activity.

1030
00:45:43.000 --> 00:45:47.000
When you feel that $1,000 of value has been created, please stand up and stay standing.

1031
00:45:47.000 --> 00:45:48.000
Okay?

1032
00:45:48.000 --> 00:45:49.000
Does this make sense?

1033
00:45:49.000 --> 00:45:50.000
This is simple directions.

1034
00:45:50.000 --> 00:45:54.000
If you feel $1,000, then stand and stay standing.

1035
00:45:54.000 --> 00:45:55.000
All right.

1036
00:45:55.000 --> 00:45:56.000
I'm repeating it.

1037
00:45:56.000 --> 00:45:57.000
$100,000.

1038
00:45:57.000 --> 00:45:58.000
Just kidding.

1039
00:45:58.000 --> 00:45:59.000
Type up.

1040
00:45:59.000 --> 00:46:02.000
So let the leverage building begin.

1041
00:46:02.000 --> 00:46:06.000
I have 10 books with me today.

1042
00:46:06.000 --> 00:46:08.000
Who wants one for $1,000?

1043
00:46:08.000 --> 00:46:10.000
Raise your stand up.

1044
00:46:10.000 --> 00:46:11.000
Wow.

1045
00:46:11.000 --> 00:46:12.000
Thank you.

1046
00:46:12.000 --> 00:46:13.000
Stay standing.

1047
00:46:13.000 --> 00:46:14.000
Three people.

1048
00:46:14.000 --> 00:46:15.000
Already at $3,000.

1049
00:46:15.000 --> 00:46:16.000
Isn't this exciting?

1050
00:46:16.000 --> 00:46:17.000
All right.

1051
00:46:17.000 --> 00:46:18.000
I didn't even tell you what it was.

1052
00:46:18.000 --> 00:46:20.000
It's a really good book.

1053
00:46:20.000 --> 00:46:22.000
Probably giving it away.

1054
00:46:22.000 --> 00:46:23.000
Who now wants it?

1055
00:46:23.000 --> 00:46:25.000
I said it's a really good book.

1056
00:46:25.000 --> 00:46:26.000
No more people.

1057
00:46:26.000 --> 00:46:27.000
Okay.

1058
00:46:27.000 --> 00:46:30.000
It's the best seller.

1059
00:46:30.000 --> 00:46:31.000
Still three people.

1060
00:46:31.000 --> 00:46:32.000
There we go.

1061
00:46:32.000 --> 00:46:33.000
Four people.

1062
00:46:33.000 --> 00:46:36.000
Ha-ha.

1063
00:46:36.000 --> 00:46:37.000
It's my book.

1064
00:46:37.000 --> 00:46:38.000
Right?

1065
00:46:38.000 --> 00:46:40.000
Now, I got one more.

1066
00:46:40.000 --> 00:46:41.000
Two more.

1067
00:46:41.000 --> 00:46:42.000
Three more.

1068
00:46:42.000 --> 00:46:43.000
All right.

1069
00:46:43.000 --> 00:46:44.000
Four more.

1070
00:46:44.000 --> 00:46:47.000
So we got eight, nine, ten, eleven.

1071
00:46:47.000 --> 00:46:49.000
I've already accounted for my books, but just wait.

1072
00:46:49.000 --> 00:46:51.000
There's more.

1073
00:46:51.000 --> 00:46:53.000
So I said, who wants one for $10,000?

1074
00:46:53.000 --> 00:46:54.000
Right?

1075
00:46:54.000 --> 00:46:55.000
We got all these.

1076
00:46:55.000 --> 00:46:56.000
Cool.

1077
00:46:56.000 --> 00:46:57.000
There's all the reviews.

1078
00:46:57.000 --> 00:46:58.000
People say it's good.

1079
00:46:58.000 --> 00:47:01.000
Very good rating.

1080
00:47:01.000 --> 00:47:02.000
Please stay standing.

1081
00:47:02.000 --> 00:47:05.000
It's also number one number four and number seven

1082
00:47:05.000 --> 00:47:07.000
for the last 13 straight months.

1083
00:47:07.000 --> 00:47:08.000
Pretty cool, right?

1084
00:47:08.000 --> 00:47:09.000
In marketing themselves.

1085
00:47:09.000 --> 00:47:11.000
I think it's pretty dope.

1086
00:47:11.000 --> 00:47:13.000
Please stand up.

1087
00:47:13.000 --> 00:47:16.000
This guy read the book and quadrupled his monthly revenue

1088
00:47:16.000 --> 00:47:18.000
just from reading the book.

1089
00:47:18.000 --> 00:47:20.000
If you quadrupled your revenue without being worth it?

1090
00:47:20.000 --> 00:47:23.000
Ah, we have six, seven, eight, nine, ten, eleven, twelve.

1091
00:47:23.000 --> 00:47:24.000
A lot more.

1092
00:47:24.000 --> 00:47:25.000
Okay.

1093
00:47:25.000 --> 00:47:26.000
This is it.

1094
00:47:26.000 --> 00:47:27.000
Wow.

1095
00:47:27.000 --> 00:47:28.000
Probably have 40 or 50 out.

1096
00:47:28.000 --> 00:47:29.000
Okay.

1097
00:47:29.000 --> 00:47:32.000
Oh wait, there's more.

1098
00:47:32.000 --> 00:47:34.000
Going to autograph the book.

1099
00:47:34.000 --> 00:47:37.000
There's only one that I have autographed.

1100
00:47:37.000 --> 00:47:38.000
Actually, that's not true.

1101
00:47:38.000 --> 00:47:44.000
I think there's probably five.

1102
00:47:44.000 --> 00:47:45.000
Oops.

1103
00:47:45.000 --> 00:47:49.000
I had to get a really fat marker so you could sit.

1104
00:47:49.000 --> 00:47:52.000
That's actually my embarrassing.

1105
00:47:52.000 --> 00:47:53.000
Not yet.

1106
00:47:53.000 --> 00:47:54.000
Not yet.

1107
00:47:54.000 --> 00:47:55.000
Not yet.

1108
00:47:55.000 --> 00:47:56.000
You got to stand.

1109
00:47:56.000 --> 00:47:57.000
You got to keep standing.

1110
00:47:57.000 --> 00:47:58.000
You got to keep standing.

1111
00:47:58.000 --> 00:48:00.000
1 out of 10.

1112
00:48:00.000 --> 00:48:05.000
I'll put my personal cell phone inside.

1113
00:48:05.000 --> 00:48:16.000
1,000 bucks.

1114
00:48:16.000 --> 00:48:20.000
I'm not going to show it to you.

1115
00:48:20.000 --> 00:48:21.000
All right.

1116
00:48:21.000 --> 00:48:23.000
We got about two thirds.

1117
00:48:23.000 --> 00:48:25.000
Okay.

1118
00:48:25.000 --> 00:48:30.000
I'm going to review four of your sales calls, rewrite your script with you,

1119
00:48:30.000 --> 00:48:34.000
and drill your sales team on how we set everything up.

1120
00:48:34.000 --> 00:48:36.000
Does that work for 1,000 bucks?

1121
00:48:36.000 --> 00:48:38.000
Stand if that's worth it for you with the book.

1122
00:48:38.000 --> 00:48:41.000
Please stand.

1123
00:48:41.000 --> 00:48:46.000
I'll have my traffic guy who right now we get about 20,000 leads a day across our portfolio.

1124
00:48:46.000 --> 00:48:48.000
He'll do an entire funnel breakdown.

1125
00:48:48.000 --> 00:48:49.000
It's about 11 pages.

1126
00:48:49.000 --> 00:48:52.000
He'll break down everything that you could do differently within the funnel.

1127
00:48:52.000 --> 00:48:53.000
Different headline split tests.

1128
00:48:53.000 --> 00:48:54.000
Different paragraphs.

1129
00:48:54.000 --> 00:48:55.000
Different copy things.

1130
00:48:55.000 --> 00:48:56.000
Different images.

1131
00:48:56.000 --> 00:48:57.000
Different layouts.

1132
00:48:57.000 --> 00:48:59.000
Right now we have between more than two X.

1133
00:48:59.000 --> 00:49:01.000
But I feel confident saying we could double your traffic.

1134
00:49:01.000 --> 00:49:02.000
All right.

1135
00:49:02.000 --> 00:49:03.000
We're close.

1136
00:49:03.000 --> 00:49:05.000
We're like 90%.

1137
00:49:05.000 --> 00:49:10.000
I'll also use my network to recruit the one missing star player that you have in your company.

1138
00:49:10.000 --> 00:49:14.000
So right now we will look at your company and we'll find out what the biggest missing pieces

1139
00:49:14.000 --> 00:49:17.000
and leverage and put someone in there for you.

1140
00:49:17.000 --> 00:49:21.000
Stand up if that's worth a thousand bucks.

1141
00:49:21.000 --> 00:49:25.000
I'll also spend two hours with you on the offer that you're giving right now.

1142
00:49:25.000 --> 00:49:30.000
So you can get more people to click, more people to sign up for the calls,

1143
00:49:30.000 --> 00:49:33.000
more people to show, more people to buy, and at higher prices.

1144
00:49:33.000 --> 00:49:34.000
All right.

1145
00:49:34.000 --> 00:49:36.000
I think I got like one person still seated.

1146
00:49:36.000 --> 00:49:37.000
I see you.

1147
00:49:37.000 --> 00:49:38.000
I see you.

1148
00:49:38.000 --> 00:49:39.000
I see what I got.

1149
00:49:39.000 --> 00:49:40.000
I see what I got.

1150
00:49:40.000 --> 00:49:44.000
I'm also going to feature you on my channel.

1151
00:49:44.000 --> 00:49:49.000
So that two hours will televised it and we'll distribute it across all of our channels.

1152
00:49:49.000 --> 00:49:51.000
So right now that gets about 10 million impressions.

1153
00:49:51.000 --> 00:49:54.000
So in real advertising dollars is about a hundred thousand dollars in advertising,

1154
00:49:54.000 --> 00:49:59.000
just in terms of that's what people are willing to pay for three 90 second spots.

1155
00:49:59.000 --> 00:50:01.000
And it's a 30 minute spot.

1156
00:50:01.000 --> 00:50:02.000
So it would be significantly harder than that.

1157
00:50:02.000 --> 00:50:05.000
So if that's worth a thousand bucks let me know by standing.

1158
00:50:05.000 --> 00:50:08.000
That's how you do that.

1159
00:50:08.000 --> 00:50:13.000
And if you don't make three times what you pay me for this book,

1160
00:50:13.000 --> 00:50:16.000
I'll give you all the money back and keep all the work that we did.

1161
00:50:16.000 --> 00:50:17.000
That work?

1162
00:50:17.000 --> 00:50:18.000
Measure it over 12 months.

1163
00:50:18.000 --> 00:50:20.000
That's the fine print, fair?

1164
00:50:20.000 --> 00:50:22.000
Please stand if that's still worth a thousand bucks.

1165
00:50:22.000 --> 00:50:25.000
I see you.

1166
00:50:25.000 --> 00:50:32.000
And there's not ten books, there's only one.

1167
00:50:32.000 --> 00:50:35.000
Look around.

1168
00:50:35.000 --> 00:50:41.000
And that's how you increase leverage to sell and offer $7.25 for a hundred thousand dollars.

1169
00:50:41.000 --> 00:50:43.000
So does everyone understand, stay standing?

1170
00:50:43.000 --> 00:50:46.000
Do everyone understand that you just need to do it better?

1171
00:50:46.000 --> 00:50:48.000
Output comes from volume times leverage.

1172
00:50:48.000 --> 00:50:51.000
You must do more and get more from what you do.

1173
00:50:51.000 --> 00:50:56.000
The way you get more from what you do is you first do everything that you know you should be doing better.

1174
00:50:56.000 --> 00:51:01.000
The way you do that is to focus on one thing for a long time without distraction.

1175
00:51:01.000 --> 00:51:03.000
Anything can become big with time.

1176
00:51:03.000 --> 00:51:06.000
When you line all actions to a single outcome and you keep working at it,

1177
00:51:06.000 --> 00:51:09.000
your success will look effortless and obvious from the outside.

1178
00:51:09.000 --> 00:51:15.000
But you will know that it came from years of saying no to everything except that which mattered most.

1179
00:51:15.000 --> 00:51:20.000
This is how we grow companies at Acquisition.com through leverage.

1180
00:51:20.000 --> 00:51:22.000
Most entrepreneurs lack the who, the what and the how to scale.

1181
00:51:22.000 --> 00:51:25.000
At Acquisition.com we recruit the who, we give them the what and we show them the how.

1182
00:51:25.000 --> 00:51:29.000
Once an entrepreneur has all three, the business scale is by default.

1183
00:51:29.000 --> 00:51:31.000
Layla already showed you these.

1184
00:51:31.000 --> 00:51:33.000
We've got more free courses at Acquisition.com.

1185
00:51:33.000 --> 00:51:36.000
If you guys like this stuff, if you want to learn more from us,

1186
00:51:36.000 --> 00:51:37.000
and that's it.

1187
00:51:37.000 --> 00:51:39.000
Thank you guys so much. I appreciate you.