WEBVTT

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I think that most things are actually significantly easier than people think they are, they just

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don't know how to try hard.

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Because the harder you try, the easier it gets.

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And so it's like if you can just learn to love what trying hard feels like, then all

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of a sudden it becomes unreasonable that you can't win.

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Welcome to the game where we talk about how to get more customers, how to make more

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progress, how to keep them longer, and the many failures and lessons we have learned

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along the way.

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I hope you enjoy and subscribe.

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Whenever I wanted to try and get myself back into the present, I used to have brain fog

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a lot in my twenties.

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And maybe not brain fog, maybe just the clarity of my thoughts now is so much better than

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it used to.

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I don't fucking know.

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Maybe it was just the drugs, I don't know.

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But one of the things I used to have this, I still have this BMW sat on my drive.

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The perforated steering wheel, and I remember that if I ran my thumbs across the steering

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wheel and I really felt the perforation, really felt it, or I do it with a leaf, I'd pick

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a leaf up and I'd really feel the sensation of the leaf.

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I couldn't think about anything else.

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You can only have one thought at one time, you cannot think two things, right?

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You have a supercube computer inside of your head and it's got one megabyte of ram.

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So just think the one thought, okay, so this next one, me and you text each other pretty

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frequently about, we've seen this cool thing in someone's repurposed like one of the things

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that we've done, which is cool.

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And it makes me feel good that things that we've said, or that you've said largely,

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get repurposed.

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This is something that hadn't happened before, which is you misquoted me, but improved

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the quote.

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So this was like the human centipede of content creation.

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And then I named it.

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So this is fame's seesaw.

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When you're on your way up, everyone roots for you because you remind them of their dreams.

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When you're at the top, everyone tears you down because you remind them that they gave

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up on them and you have one, which is for anyone who needs a reminder, no one is going

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to hate on you for doing worse than them.

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And this is interesting because kind of like the challenges you face in the beginning,

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you don't have anything to say no to, therefore the woman in the red dress is easy to say

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no to or there are fewer women.

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This is a challenge that nobody is going to give you any sympathy for.

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It's a very unique category of challenge because the total addressable market for sympathy

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is basically zero because almost everybody is on the way up.

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And very few people are at the top and the people that are at the top are seen as having

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a degree of privilege that almost legitimates you twisting the knife or you poking the finger.

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This is how public figures can have normal everyday people on Twitter say unspeakable,

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like heinous things to them, dehumanizing things because they do not see them as human.

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They don't see them as a person.

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There is no person on the other side of this.

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It's there are representation, there are a menagerie of ideas, therefore I can say whatever

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I want to them because they're not really a person, but they are.

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And the fact that before there is any status associated with tearing you down, no one

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is incentivized to tear you down.

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And you haven't changed, fuck dude, the Lewis Capaldi documentary, I've watched this

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twice now, no Lewis Capaldi is the singer, Scotty Singer, amazing dude, really fascinating

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story, suffering a lot with mental health, makes this first album and billions, billions

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of streams, world tour, phenomenal.

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And he's playing songs that he wrote in 2017 and played in working men's pubs around

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Scotland, the same songs go to number one.

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So not just that he's become better, he's the same guy, the same guy, maybe his productions

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improved, maybe his recording quality has improved, he's got better mastering and his

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voice, voice coaching has got a bit better, but he's largely the same person.

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He hasn't changed and he has this quote halfway through and it really spoke to me and he said,

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fame doesn't change you, it just changes everybody around you.

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And that's when you're on your way up, everyone roots for you because you remind them of their

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dreams.

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When you're at the top, everyone tells you down because you remind them that they gave

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up on them.

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That really, yeah, that spoke to me.

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I wrote an essay on this because I'm a psych path, yeah, when I was a gym owner.

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So a lot of people don't know this, but I got a writing scholarship in college.

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Like I was a vice president, the newspaper, I was editor of the creative writing magazine.

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So like I've been writing for a long time, I enjoy writing.

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When I wrote this essay, I said, I think the title of it was, everyone believes in the

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American dream until it comes true.

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And I remember because what had happened was everybody when I was sleeping on the gym

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floor, right?

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Like, you know, I was the, I was the underdog and everyone, you know, my clients were all

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like, oh, good for you.

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You know, you're going after your dream and they'd see my blanket in my pillow in the corner

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of the gym and they knew I was sleeping there and it was evident, you know, I, I lived

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there.

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I didn't have a shower.

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It didn't have a shower to go to the YMCA to go shower.

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And that everybody was like pro me and the people come in, they sign up like, I'm going

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to, I'm going to support you, right?

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And then within nine months, I had hired people and I had a manager and I pulled up and

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I remember I walked in the lobby and all the same, the same people were like, ah, boss

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man's here.

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Oh, you're not too good for us now, right?

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And I remember being so jarred by the experience and I was like, you guys rooted for me.

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And I was like, and now I, I did what you said you were rooting for me to do.

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And that was when I realized that people want you to do well, but not better than them.

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And I was like, I had gone from underdog to the man and I was like, when does that happen?

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And the litmus test of when it happens is depends on who the person is because for the

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person who was working at my gym who, you know, was was a janitor or a cleaner, it happened

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really quick, right?

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For the people who were more successful, ah, it took longer.

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And then, you know, the only people at the end who it's over for me were the business owners

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who were doing way better than me, right?

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Who were still members of my gym.

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And so that was a really interesting experience that happened when I was 23 and that was the

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first time I went from underdog to the person that someone would want to attack.

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I had a performance coach telling me this.

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He said, Hey, Trid isn't, isn't something you avoid.

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He said, it is a requisite for success.

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He said, if you get no hate, you are not successful.

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And for some reason, that just like really stuck with me because then it just like rather

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than it being this thing that I was trying to avoid, it actually became a leading indicator

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or an indicator that I was on the right path in achieving things.

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And so I think that's why, I mean, I don't know, I don't know, two horns or anything.

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But in terms of like my ability to deal with the naysayers and things like that, I feel

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like I'm pretty good at it.

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Like it doesn't really bug me very much.

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And I think in large part it was because of how it's framed, at least how, you know,

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in this discussion, how it was framed from here early on, which is that no one hates

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you from above.

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Even I think back about like the bullies and whatnot that you had earlier, like even in

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middle school, like there were things that I had that were going for me that I couldn't

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recognize because of course everything that comes easy to you are things that they're

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easy to use.

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So you don't think that they're, you know, new or interesting or cool or cool.

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And but like at the same time, I was like, I'd advanced a grade in multiple, in multiple

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subjects.

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I had, you know, straight A's, I worked really hard.

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I was in shape, right?

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But I had these people who would hate, but I, you know, you internalize it.

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But like now I can look back and be like, it's kind of like the parents were like, it's

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because she's into you, right?

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No, it might not be the same that way.

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But, but just thinking about it as an indicator that the hate is actually the light that

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you're on the right path.

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We spoke about this last time that nothing is going to be worthwhile that doesn't come

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with an associated amount of discomfort.

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Therefore when you start to feel friends around you and the people that you used to be able

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to speak a common language with, start to push back and start to make the quips of,

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Oh, not drinking tonight.

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Yeah, you must be too cool for us now.

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I know it hurts.

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I know it hurts.

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That is the lead indicator, not even the lagging indicator.

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That is the lead indicator that you are doing the right thing.

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And a lot of people listen to this podcast, I get messages from people like, hey man,

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I'm a 22 year old rugby player from the northwest of, of the UK.

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I live in Cumbria, none of my friends understand me.

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I want to do personal growth.

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I don't want to live in the UK.

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I want to listen to modern wisdom.

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I feel less alone and it fuck it.

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It makes me tear up because I'm like, fuck like I see me in that person.

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I see me in that and the it's so hard to reframe it.

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The pushback you are getting is the indicator that you are doing the right thing.

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It is.

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And if you can reframe the distaste that you get from other people

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as the same as that because they're projecting the things that they know they should be doing

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that you are doing that they're not doing and you remind them of that.

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And so it's that it's even so even though the mountain that your climbing is actually a smaller one

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than the one that you ultimately want to climb, you're actually at the top of their mountain.

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And so they start tearing you down.

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So like that's where the underdog story that we said at the very beginning of this with the

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quote, which is like on the way up, they root for you.

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And then when you're at the top, they try and tear you down because you remind them of the dreams

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that they couldn't accomplish, right?

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And so you quitting drinking or you staying into work on your side hustle or your project or the

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business that you want to launch to the podcast, that might be you might be at the top of their mountain.

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And so they are tearing you down because now you remind them that they haven't done it.

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And it's purely a projection of them onto you and has nothing to do with you.

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And that I hope that that comforts someone.

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Because what you said, I think is like if you're going through that right now and I promise you

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every single person who wants to do something with their life and has done something with their life

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has gone through the exact chapter that you're going through and it's the lonely chapter.

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It's the chapter where you don't fit in with your own friends,

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but you don't have the outcomes yet to fit into a new group of friends.

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And you're doing this thing, you're consuming content on the internet, you're doing

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these free tutorials online to try and figure out how to set up a podcast and what do I host this

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thing and then and you're going through this and you're like, am I, is this even worth it because

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you have no signs of success, right? But if there's anything that you can take away from what we're

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saying right now is that the sign of success is the hate that you get along the way.

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And what you can't do is bend the knee to their hate and fit back into the conformity because

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it's comfortable and it's warm because like in the matrix when Trinity opens the door when

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when Nio's about to go take the red pill and he wants to get out of the car, she says,

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Nio, you've been on that road and you know where exactly where it leads and I know that's not where

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you want to be. And then he closes the door. Like right now this moment that you're going through

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is Trinity opening the door and being like, you could go back, but then you'd have to remember

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exactly what the reason was that you decided not to go out to begin with because you listen to this

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podcast and you consume this constantly like, I can fucking do more than this. Like because you are

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starting to live in some of that, how are you looking the mirror and you're like, I can do more

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and you start to see the person that you could be and you're like, this does start to feel like how.

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The reason that it's uncomfortable and the reason that I do have sympathy for the people that see

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this is ignorance in some regards is bliss. As soon as you begin to posit an ideal, you then

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begin to compare yourself to that ideal. And the gap in potential between you and the person

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that you could have been begins to get more stark. And even the slightest glimmer of, wow, I can

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read a book or follow a course or listen to a podcast and then work really, really hard on one

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thing and change the thermodynamics of my mind, change the texture of my own existence day to day

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because I worked at a thing. And now I understand nutrition. You know, I know kung fu. Like I

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understand nutrition or I can, I understand how to sleep well. Okay. As soon as you know that sleep

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is important and what you need to do to do it, every single night of bad sleep that you have is on you

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because before you had the excuse that you're ignorant. And guess what? Now you don't.

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Every worthwhile goal is worthwhile because it has a cost associated with it. And so

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the cost that you're going through is what makes the goal worthwhile to begin with because if what

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you are setting out to do, we're immediately available to you, then it would mean it would be

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immediately available to everyone, which means it wouldn't be worthwhile. So the very fact that

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it's difficult is why it is worth doing. And so like we can't resent the price tag of the shoes

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that we want to buy. We just have to make the decision of whether or not we want to pay it.

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There's another real hammer blow. You don't get very touchy feeling with like, you know,

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I live in Austin now. So I'm like in the psychedelic macro of the United States. And people talk a lot

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about like trauma and improvement and stuff like that. Self love is holding yourself to a higher

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standard than anyone else does. That's really interesting to me.

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I think it's believing in the 85 year old version of you, who's exactly who you want to be. And then

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ruthlessly looking at the discrepancy between the the pittance of a human that you are now compared

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to that man or that woman. And then step by step, breaking down the many differences and starting

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on the first one and pulling the thread. I love the idea that in a true true self love, a lot

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of the time is wrapped in acceptance and a degree of belonging. I reject this entirely. I just

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want to throw it out there. That doesn't surprise me. The idea that self love is holding yourself

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to a higher standard than anyone else does. You believing in you more than anybody else does.

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Is such a first principles way of looking at self love. Okay, so

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I'm supposed to love myself. I'm supposed to support myself and be my biggest fan.

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But I don't have the most belief in me. So I'm supposed to have self love, but I cap my own

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potential. I have so many thoughts. So right off the bat, even the concept of fan was something that

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I if I was if I was talking to 2013, 2012 Alex, I would have rejected that notion. Not like the

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concept even being a fan of myself was so foreign to me, it wouldn't been real to me. And so I'll

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tell you what that Alex internalized, which was that I didn't need to deserve success, but I could

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still have it if I did the things that created success. And so it felt like a cheat code where I was

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like I can actually be a shitty person and horrible and suck at everything. But if I still work out

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and I still eat this way, I can still look this way, even though I don't deserve it. And that was

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like the first it actually felt like I was like it for anybody who hates themselves. You can hear me.

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That was like my first big shade, my first solace, my first foothold that I started getting on

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success was that I didn't need to deserve it. I could still have it anyways. And that was like

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very empowering for me. The other thing that you said about acceptance. So there's this big movement

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around self acceptance. And I want to say that I wholeheartedly rejected. I you accept outcomes

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and you accept circumstances. You accept the fact that you were dealt whatever hands you were

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dealt. You accept that you're five eight. You accept that you're black. You accept that you're a woman.

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That's accepted. And you trying to rebel against that is you trying to fight the universe and

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the universe is going to win every time. But in terms of you framing acceptance as saying that

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I am comfortable with who I am and I cannot be better and I must be satisfied with that

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is the biggest embodiment of failure that I can imagine is that it's almost it's almost it's

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almost egotistical to say that there's a difference between saying I am good enough and I am good.

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So you could say I am good enough for my current state based on the work that I've put into it.

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But I could be better. And so like you can accept that the work that you have done has created

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the outcome that you've created. But you do not need to accept that the outcome that you've created

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is the end all be all in the last outcome that you need to need to have. And so for me like

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the only version of acceptance that I have is that I accept that the version of myself that I want to

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be is is so far from who I am that I have this massive discrepancy that I have to overcome.

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And then just breaking that down one step at a time and thinking I don't I don't deserve to be that

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but I can still do the things that can create it. And then also means that I have to go through

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the circumstances that that would create that man which means that if I have unbelievable big dreams

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and big goals then I have to go through hard times. It's like hate the hard times are a requisite

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for success. And so if you're going through hard times right now it means that you're on the path

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to success and it's not that you're on the wrong path it's the feeling of being on the right path.

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And one of the things that I talk with with the CEO is an portfolio company and I'm I'm going to

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bring it back. One of our companies they were struggling with growth big company. And he was like I

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honestly the issue that I have right now is like I don't know how many locations I can open every

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month. He's like based on the cash flow that's coming in and out. And I was like this is kind of

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like the more fierce free front when I was like I need you to freeze this moment. I was like the

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feeling that you have right now is that you are missing a finance function is that they didn't have

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a good finance leader. And you're like why is this relative to what we're talking about. I'll

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bring it back which is that if it's the first time you're going through it you can't recognize

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the science because you don't have anything to compare it to. And so hopefully listening to this

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podcast and listening to other people not just you know not me and Chris but like other people who

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are even even more successful whatever they can at least tell you what it tastes like they can tell

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you what the room looks like they can tell you what the temperature feels like they can tell you

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what it feels like in their body so that when you are going through it you can say okay I haven't

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been here before but this sounds like albuquerque this sounds like a missing finance and that's why

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having like and if you're in your early on stages and and and you're going through the like you're

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going you're consuming the free content and stuff that's like use this because the most viable

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thing you can get is the context of what the experience feels like when you're going through it so

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someone can describe to you their experience so that you can relate it to your present and be like okay

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I'm on the right path. Yeah it's the feeling of loneliness and uncertainty hang on what if this

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what if this is a sign that I'm not supposed to be here what if this is a sign that I'm doing it

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wrong right and relinquishing that. If there was a big meta indicator that you're doing the right

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thing doing what everyone isn't doing is already probably the big the single biggest indicator that

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you're doing the right thing like it's it's the if if I could wish nothing else on my child whenever

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I choose to have them in the future is that they have high agency which is that they are they make

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decisions independent from the opinions of other people and when we hear words like authentic

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and original and things like that it's because the person starts at square one and says well what do

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I want and then they start building from there I had a conversation with one of my one of my teammates

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who runs our my LinkedIn and he said you know Alex it's easy for you to always always a really

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great start. It's a great way to trigger a sentence really good. Please tell me more. What do you

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go on these edits it's easy for you Alex to create this personal brand he's like you have so many

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interesting things about it he's like you dress a certain way you act a certain way and he's

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in it's different than everyone else does right and I said I don't think that's true I think that

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everyone has a personal brand that is unique and different but everyone doesn't look that way

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because they conform to what what they think everyone else wants them to look like and so the fact

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that they are boring and they resent the fact that they're boring is because they are living out

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reflections of what what they think everyone else wants them to do and so all you have to do is

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start at square zero and be like what do I want because I realized after I got out of gym launch

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that I mean I dressed a certain way for gym launch because I was the head of an entire community of

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gyms and it made sense for me to dress that way because I needed to I needed to look that part

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right but when I was at ground zero and I was like okay what do I want and I thought about it for a

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long time and I was like well what 85 year old me where I was like 85 year old me would wear

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probably the most functional thing he could wear because he doesn't care what his shoes look like

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he doesn't care what his shirt looks like he just wants to be comfortable and so I just started

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trying all of the things that I could possibly imagine for shoes shorts hats whatever to find the

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thing that I was like you know what this is the most comfortable and this allows me to do the most

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things in the most rooms without changing and so people then are like man that's so unique but it

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was actually just saying if I were to or if everyone was gone from existence what would I do

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what would my work be right how would I dress who would I date that's a real one who would I date

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if no one else told me what they thought about it maybe someone different than you're dating

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right now and if the person that you would want to date isn't the person you're dating right now

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and the person that you'd want to date would never date you then maybe rather than dating these

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mediocre mollies or mediocre mats you take the period of time you go on the untrodden path you have

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people reject you and say oh you're not coming out tonight you're going to the gym again right oh

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I can't eat with us right she's on it she's on a diet again all right how long going to stick with

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this one right because the thing is is that the stick to it in muscle itself is something that you

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work on because if you started diets and you failed and you start working out and you failed

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if you just make it longer every time before you fail you're still making progress and you're still

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doing something that everyone else isn't doing yeah and that is the biggest meta indicator that

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you possibly can is if because everyone sucks like so many people are mediocre like half of the

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United States is in debt they don't even have a dot like they they're they're they're negative net

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worth and so like just saying different than that like the bar isn't high we talked about this

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did go for I know I know trying to go low bar is never been set lower to separate yourself out

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from the pack never been set lower and this is for you know the black pill internet with like

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pill by the way it is supposed to be one step beyond the red pill to see that life and dating

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largely for men is there's an uncomfortable reality that if you aren't blessed with the right

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physical attractiveness status or money LSM looks LMS looks money status if you don't have the

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prerequisites you're basically doomed you're a genetic dead end and each shit is that a bad thing

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upcoding to them so okay I'm gonna zoom out real quick and then I know I know we're gonna go on

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this so if we're looking at a species right let's look at deer a lot of people have deer in their

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backyard right well what is natural is that one buck inseminates 50 doe and he competes with all

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the other deer and the reason for that is because then it actually allows the quote best genes to

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proliferate now best is determined by what actually continues continues on I'm perilously close to

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eugenics here Alex well I'm just talking about me I'm just talking about deer I'm just talking

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about deer I'm just talking about deer I'm not saying this is what it should be but the the point

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that that I wanted to make was not I think where everyone thinks I'm going with this which is that

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a lot of the you know the black whatever you just said right black pill I would imagine are casting an

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expectation on the universe that it shouldn't be this way why not and this is exactly like the

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hater who says you're not going to amount to anything and the reason that it hurts is because you're

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like what if they're right and then like staring at the mirror with that question of like what if

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they're right what if I am out of shape what like because the thing is that like in order to be

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the top quote one percent or even the top 10 percent shoot up or even just above average right

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you just need to not be overweight did the bar you need not be overweight right you need to be

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gainfully employed the bar is so low the bar is so unbelievably low I got this idea I gotta I

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gotta teach you about the alpha history fantasy right modern men who are angry at a world they feel

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has rejected them mistakenly believe that they would have somehow done better in medieval times

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they are adamant that the chance of them being genghis Khan is greater than the chance of them

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being cannon fodder peasant number one million three hundred and seventy three thousand whose

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favela was sacked and destroyed and it's this wistfulness for the past and dude I get it like if

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you feel lost and alone and like nobody understands you and like you've been forgotten and and things

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shouldn't be this way guess what they've always been this way and right now the bar has never been

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sat lower if you have the opportunity to sit down and listen to me and Alex waffle on for three

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and a half hours you have the capacity the conscientiousness the wherewithal to be able to go out tomorrow

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and take one thing that you've hit from today this is this is something that I want you to get

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on to which which I think is important which is avoiding the mental masturbation you know we can do

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this thing and and like speed fuck quotes into the ether and like a like an uzi right just unloading

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all of these different things and I think that a lot of people feel a general overwhelm of indexing

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of information and oh my god I'm learning all of this stuff and I don't feel like I'm making any

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progress and I really want it to try and cut through this at some point in the conversation today as

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well which is Tim Ferris has an idea called the good shit sticks okay I when I first started out on

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this journey of personal growth felt guilty because I didn't have a perfectly curated ever note

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external brain with nested folders and all of my book summaries and I was supposed to keep all of

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this thing and how am I going to remember it and blah blah blah five in a bit years later

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people come up to me and ask one of the most common question to get asked is how the fuck do you

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remember all of the things that you remember two things first off I don't remember anything that

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I don't care about and the second thing massive amounts of exposure those are the only two things

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that are going on I've done 670 podcasts in five years for hours and all of the reading I had to

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do beforehand and all of the listening I had to do beforehand as well and I didn't stress

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myself about what I had to remember so if you listen to this three and a bit our podcast

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and you go they talked they said a lot of words there Alex said a lot of words Chris a lot of

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words what's the one thing that you couldn't stop thinking about and there may be nothing fair play

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we failed if there's one thing that you can't stop thinking about that story about the kid from

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Cumbria that time when Alex had to drive across the country that's the thing that is the thing

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allowing yourself to naturally select whatever the most important learning is from the content

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that you consume is the best way to work out what what is going to resonate and it's the best

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way to act on it as well if you can't stop thinking about it when you go to bed tonight and you

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can't stop telling your friends about it in the morning and you've clipped it from this podcast

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or any other podcast or any other book or whatever whatever the thing is that you keep sending

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photos up and you keep on reciting to people and you try and tell your mum about and she doesn't

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cast that is the thing that you need to work on and you don't need to do if you take half a

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thing from this podcast or any other podcast that and you work on it for a month you have made so

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much progress and do you understand how blessed you are to have this opportunity you could have

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been born in the middle ages before the Gutenberg printing press when they wouldn't even give you

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the Bible in the common language so that you had to go through the priest to be able to have a

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relationship with God right now you can search for whatever it is that you're dealing with find

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the greatest minds on the planet listen to them and then the next day implement it and you move not

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only yourself but you move the world around you you get to nudge yourself and the rest of the

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world in a direction that you want to go and you get to feel proud about it and it's within your

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control you have never been more blessed there's a there's a quote that I want to that want to

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hit here that I think would be relevant to what we were just talking about with the people were sad

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and alone and one of the one of the biggest breakthroughs that I had from a from a mental

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perspective was actually defining emotions for what they are operationally so sadness comes from

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a lack of options or rather a lack of perceived options and that's why it feels like hopelessness

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because you don't know what to do when I realized that sadness meant that I didn't know what to do

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and meant that another way that I could define sadness was ignorance and that is solvable

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and so whenever I feel sad now it's been my trigger to immediately think what do I not know what

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option do I not see because the opposite of that is anxiety which is you have many options and you

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have few priorities looks yet you have many paths that you could pursue and you just don't know which

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one and so being able to operationalize what these emotions felt like so if you feel sad it just

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means that you need to go learn more and that you can do and then all of a sudden the learning more

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becomes the option and they don't need to feel sad anymore and that was like one of the biggest

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breakthroughs from my like mental health or whatever you want to call it mindset that set me free

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and I've taken a lot of effort to try and operationalize emotions so that I can either get out of

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them or lean into them so like patience for example right I'm only bringing this up because I

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think it might be relevant to some people is that most goals are attainable if you expand the

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time horizon even enormous ones like you can do anything in tennis you could walk to the moon you

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could do there you go you can do anything and so for me I am I would say a naturally impatient person

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like I tend to want things immediately now and you know what you probably are to but once I

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to find patience as figuring out what to do in the meantime it allowed me to control what I did

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because now like you and I are being patient for your stock investments right now as we're on this

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podcast we're being patient for that because we're doing things in the meantime and so whenever I

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felt impatient and wanted to change course I had to just redefine what do I need to do today

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and if you are sad and impatient then it means that right now you need to learn what the option is

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that you need to go pursue and then that makes it very much under your control and so step by step

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each of these emotions over time I spent a lot of time trying to define them out so that they

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no longer control me and I know how to solve them and then and then now it just becomes a faster and

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faster muscle like oh I feel anxiety that means that I have many options that I don't have priorities

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okay what's my priority and then all of a sudden what used to take days of anxiety and feeling this

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you know frog in my throat was just oh I need to make a list of all the things that I'm looking

407
00:31:45.680 --> 00:31:51.840
at which one's the most important ignore the rest and then I'm good and what you just take days

408
00:31:51.840 --> 00:32:00.080
takes minutes one of yours is choosing the plan isn't hard doing the plan isn't hard sticking to the

409
00:32:00.080 --> 00:32:08.160
plan is hard Charlie Munger said the money is made in the buy and it's not made in the cell it's made

410
00:32:08.160 --> 00:32:13.600
in the week and that that like I just feel like that's such an elegant way of thinking about it

411
00:32:13.600 --> 00:32:17.760
is like the hard part about the plan is sticking to the plan like the plan wasn't bad your first

412
00:32:17.760 --> 00:32:23.200
plan was good because it's easy to go say I'm gonna work out three days a week for the next year

413
00:32:24.320 --> 00:32:28.320
and it's a good plan it's a pretty good plan and the interesting thing is that like

414
00:32:30.000 --> 00:32:35.200
a mediocre plan that's stuck to always outperforms an amazing and perfect plan that you never

415
00:32:35.200 --> 00:32:38.800
stick with to begin with and I know this obviously the fixed fitness world would apply to everything

416
00:32:38.800 --> 00:32:44.560
and so like the stick to it muscle is the one that you have to flex and that's why like if you're

417
00:32:44.560 --> 00:32:47.760
going through thing is you have especially in the earlier days like I'm a race to start and stop

418
00:32:47.760 --> 00:32:52.080
and start and stop and I try this thing I try that thing it's normal because you haven't you haven't

419
00:32:52.080 --> 00:32:56.800
been reinforced enough of sticking with something right but the thing is is like you have to stick it

420
00:32:56.800 --> 00:33:00.880
out long enough that you get that first carrot you get that first cookie and then all of a sudden

421
00:33:00.880 --> 00:33:05.600
everything that you did to get there you're like oh more of that will get me more cookies and

422
00:33:05.600 --> 00:33:09.360
that's and then and then it just becomes the self perpetuating cycle then you get addicted to

423
00:33:09.360 --> 00:33:15.120
working yes and then you do a launch to 500,000 people and you lock yourself in a closet six hours

424
00:33:15.120 --> 00:33:19.600
a day for two years yeah that's exactly that because I've been rewarded in the past because the

425
00:33:19.600 --> 00:33:24.320
first time I actually spent a lot of time on a presentation and I felt good when I walked on stage

426
00:33:24.320 --> 00:33:29.200
and didn't feel anxiety I was like oh I want this every time yeah and then I had this the second

427
00:33:29.200 --> 00:33:33.920
thought which is the much scarier thought which is now I have to do this every time this is the new

428
00:33:33.920 --> 00:33:40.800
bomb this is the new board I want to round out something on that sort of black pill side which is

429
00:33:42.000 --> 00:33:50.880
if you listen to this and you think must be nice or easy for you to say I get it like I get it

430
00:33:50.880 --> 00:34:01.360
and if you feel like there is something that you can't get over some genetic societal cultural

431
00:34:01.360 --> 00:34:07.120
defect that means that you do not have the same ceiling that you think that you should or the other

432
00:34:07.120 --> 00:34:12.240
people appear to have I get it and the question I would ask is what do you want like do you want sympathy

433
00:34:12.240 --> 00:34:15.840
because I will happily give you sympathy I know what it feels like to be someone that has no

434
00:34:15.840 --> 00:34:19.680
belief in themselves and that believes that you are fundamentally a loser and that nothing is

435
00:34:19.680 --> 00:34:23.360
going to come to you and that you deserve for nothing to come to you I understand what that feels

436
00:34:23.360 --> 00:34:30.000
like but what does that mindset get you like fundamentally what does that mindset give you okay so let's

437
00:34:30.000 --> 00:34:41.200
say let's say that you have been dealt as difficult of a hand as possible and yeah and to quote you to

438
00:34:41.200 --> 00:34:47.920
you I can promise you that there is someone who has had it worse and has done it better I put this

439
00:34:47.920 --> 00:34:52.640
clip out a while ago this like just random talking about a morning routine thing it was pretty

440
00:34:52.640 --> 00:34:56.800
basic but it went fucking into stellar and the real internet got a hold of it you know like not

441
00:34:56.800 --> 00:35:01.760
your fans but like the real internet and I get the general public and I got a hold of it the most

442
00:35:01.760 --> 00:35:06.800
common comment was something along the lines of tell me you don't have kids without telling me

443
00:35:06.800 --> 00:35:10.480
that you don't have kids right which is must be easy for you to say I have a daughter to get in them

444
00:35:10.480 --> 00:35:14.880
get up in the morning I'm like okay tell me what that mindset gets you genuinely tell me what that

445
00:35:14.880 --> 00:35:21.680
mindset gets you it says I'm in a situation which I cannot get over and there are things in reality

446
00:35:21.680 --> 00:35:26.240
imposed on me which stopped me from doing something there is somebody out there who has three times

447
00:35:26.240 --> 00:35:31.200
as many kids as you and they still do it so what is it that they've got like what is it that they're

448
00:35:31.200 --> 00:35:38.400
doing have they got an unfair advantage what is it tell me it's also if you take down if you walk

449
00:35:38.400 --> 00:35:45.680
down the natural logic of that statement who do you blame if you're saying must be nice or tell me

450
00:35:45.680 --> 00:35:49.760
tell me that you don't have kids without telling me that you don't have kids then does that mean that

451
00:35:50.400 --> 00:35:56.800
you blame your child for all the things that you don't have in life it's tough tough wait to put

452
00:35:56.800 --> 00:36:01.440
on a kid because I mean I would hope that they don't see that comment because then they'd be like wait

453
00:36:01.440 --> 00:36:10.320
mom dad like you didn't live out your dreams because I exist tough another one here a sequence

454
00:36:10.320 --> 00:36:16.160
actually that I love you don't have to feel good about it you just have to keep going the feeling

455
00:36:16.160 --> 00:36:23.040
will pass but you will remain you are greater than your feelings going to bed late and waking up

456
00:36:23.040 --> 00:36:28.480
early to work for a few days won't kill you you're not going to burn out you're doing what it takes

457
00:36:28.560 --> 00:36:33.680
if you're one of those people that push work life balance just remember the people who like working

458
00:36:33.680 --> 00:36:41.520
a lot don't care I've never regretted trying harder at anything ever hard times last long but an

459
00:36:41.520 --> 00:36:52.960
epic story feels like a lifetime nailed it fuck yeah I just think when I look at you in particular and

460
00:36:52.960 --> 00:36:58.720
I realize this during our second conversation at the start of this year the reason that people

461
00:36:58.720 --> 00:37:04.960
get confused about your motivation and your workload is that they don't realize that the thing you

462
00:37:04.960 --> 00:37:09.120
do for work is the thing that you do for fun that's the fundamental misunderstanding that people have

463
00:37:10.560 --> 00:37:17.520
and because of that you're prepared to work hard and working hard doesn't feel like wasted time

464
00:37:18.480 --> 00:37:24.080
lots of people associate working hard with not making progress therefore working feels like wasting

465
00:37:26.400 --> 00:37:32.080
so the idea that working hard doesn't make progress is one of the biggest

466
00:37:32.080 --> 00:37:35.920
forces that exists in humanity because the end of the day whatever you amount to isn't going to

467
00:37:35.920 --> 00:37:40.720
matter anyways right and so if there is anything that's eternal for us at least as individuals

468
00:37:40.720 --> 00:37:45.520
it's going to be who we become in the process and so one of my favorite quotes is the work works on

469
00:37:45.520 --> 00:37:51.360
you more than you work on it and so if you want to be the best in the world at something you do the

470
00:37:51.360 --> 00:37:57.520
work to become the best in the world and the work works on you and so I mean there's a biblical

471
00:37:57.520 --> 00:38:05.840
proverb I think it's just like there is there is profit in all labor and that means that even if

472
00:38:06.720 --> 00:38:11.120
the thing that you're working on right now doesn't amount to the outcome that you expected that it

473
00:38:11.120 --> 00:38:17.360
would it doesn't mean that you don't become better through doing it and so I'll give you a very real

474
00:38:17.360 --> 00:38:25.840
example so I spent five years building a chain of gyms so I had six locations and after that I

475
00:38:25.840 --> 00:38:32.080
sold five of them I shut one down and then I transitioned to doing turnarounds in the transition

476
00:38:32.080 --> 00:38:37.200
between shutting my gyms down I got a big payday because I sold my five gyms big for me relative

477
00:38:38.000 --> 00:38:43.040
I took all that money and I put it into the next thing the partner that I had in that next thing ended

478
00:38:43.040 --> 00:38:49.040
up taking the money and disappearing filing bankruptcy and sending it to his girlfriend in Sweden I

479
00:38:49.040 --> 00:38:52.560
couldn't make this up so there's no way I could get the money back and he had followed bankruptcy

480
00:38:52.560 --> 00:38:58.240
there's no there's no course of action for lawsuit and so a lot of people would probably go through

481
00:38:58.240 --> 00:39:04.000
that mental situation and think and I'd went through this was thinking I just wasted the last five

482
00:39:04.000 --> 00:39:08.240
years like I literally started to change but like put everything into the second location put

483
00:39:08.240 --> 00:39:11.200
everything in the third location the fourth location keep keep going right I kept doubling down

484
00:39:11.200 --> 00:39:15.360
and then I get my big payday and I put it all all on black and then it disappears with one spin

485
00:39:15.360 --> 00:39:21.600
of the roulette and so here I am and I'm like I have nothing to show for the last five years of work

486
00:39:23.040 --> 00:39:28.000
but then in the next 12 months I made more money than I had ever made in my entire life up to that

487
00:39:28.160 --> 00:39:33.680
point the five years I made I made the I made more profit the next 12 months and I made the last

488
00:39:33.680 --> 00:39:39.200
five years times like five and it was because and this was only I was only able to realize

489
00:39:39.200 --> 00:39:45.200
this in retrospect which is why I'm sharing it which is that the thing that was the outcome of those

490
00:39:45.200 --> 00:39:50.000
five years was me and the skills and the experiences that I possess through going through it and so

491
00:39:50.000 --> 00:39:54.000
whatever the next mountain that you're trying to climb is of course it's going to be higher but it's

492
00:39:54.000 --> 00:39:58.960
going to require you to go through the smaller mountains to get to that point because the more able

493
00:39:58.960 --> 00:40:05.200
you are the more able you realize you can become and you will get way bigger outcomes from the things

494
00:40:05.200 --> 00:40:11.760
that you have like the path that led you here then then you then you think you can and so

495
00:40:14.240 --> 00:40:19.200
that's why since that moment where I lost everything and then I was able to make more in the next 12

496
00:40:19.200 --> 00:40:25.440
months I realized that no work is wasted because I am the output of the work not the outcome

497
00:40:26.240 --> 00:40:30.320
and that was one of the biggest frame shifts for me in never thinking that work is wasted because

498
00:40:30.320 --> 00:40:35.360
the more I work the bigger my work ethic the more my work capacity increases and to give an exercise

499
00:40:35.360 --> 00:40:39.760
example because I think it's it's cool and interesting is that a lot of people talk about this

500
00:40:39.760 --> 00:40:43.120
concept of overtraining don't worry I'll bring it back all right they talk about this concept

501
00:40:43.120 --> 00:40:47.600
of overtraining I remember I was talking I had this woman that Layla and I are friends with

502
00:40:47.600 --> 00:40:53.200
very successful business owner had a boy toy with her and he was like aren't you concerned about

503
00:40:53.200 --> 00:40:59.200
overtraining and I was feeding a little pissy that day and I said bro once you start looking like

504
00:40:59.200 --> 00:41:03.920
you work out you can worry about overtraining I was like until that point you don't need to worry

505
00:41:03.920 --> 00:41:08.000
about overtraining I was being a little bit mean but I think he he did remember it and he did change

506
00:41:08.000 --> 00:41:12.320
the way he trained and he did gain muscle afterwards so I thought okay about it now the point of

507
00:41:12.400 --> 00:41:19.520
that little quip right was that what I explained to him is that your ability to recover from working

508
00:41:19.520 --> 00:41:25.760
out itself is trainable so when you do more volume your ability to withstand volume your work

509
00:41:25.760 --> 00:41:30.720
capacity increases and so to the same degree people are like I feel burnt out the thing is is that

510
00:41:30.720 --> 00:41:36.320
you either die or you adapt that's it right and in the fitness world you either die get injured or

511
00:41:36.320 --> 00:41:39.600
adapt right and since you're probably not going to die you really just need to make sure that you

512
00:41:39.600 --> 00:41:44.560
don't get injured and if you don't get injured and you don't die you get better and so that

513
00:41:44.560 --> 00:41:49.440
mental process in terms of how I see work has been like the most self-fulfilling prophecy that I've

514
00:41:49.440 --> 00:41:53.680
had because the more I work the better I get at working the more productive I am per unit of time

515
00:41:53.680 --> 00:41:58.320
and so and then I get the outcomes that happen eventually but the point is and you probably I mean

516
00:41:58.320 --> 00:42:04.320
I know you know you know this but the outcomes become so irrelevant compared to the reward that

517
00:42:04.720 --> 00:42:09.600
you get in the meantime because the people who are experts and this is from my my good friend Dr.

518
00:42:09.600 --> 00:42:15.440
Kashi people who are experts at any skill become experts because they learn how to become rewarded

519
00:42:15.440 --> 00:42:21.200
from the work itself and so like they don't actually have something that you don't it's just that

520
00:42:21.200 --> 00:42:29.840
they measure success differently judge yourself by your actions not by your thoughts I became

521
00:42:29.920 --> 00:42:35.520
significantly less disappointed in myself when I started judging myself only on the actions I took

522
00:42:35.520 --> 00:42:42.640
not the thoughts I had so patience is a virtue that I feel like I haven't had and it's been

523
00:42:42.640 --> 00:42:46.080
something that I've spoken over myself for many years I was like I'm an impatient person I want

524
00:42:46.080 --> 00:42:52.640
things fast etc when I realized that I should use the same lens that I judge are the people on

525
00:42:52.640 --> 00:42:57.680
when I judge myself which is someone might say I'm a really honest guy but if I have no evidence

526
00:42:57.680 --> 00:43:00.480
that you're an honest person or when I put you in a situation where you could be honest and you're

527
00:43:00.480 --> 00:43:04.240
not I would say no you're not now that person probably thinks of themselves as honest or to the

528
00:43:04.240 --> 00:43:08.400
same degree I'm a really loyal guy but as soon as I put a 10 in front of you and you've got your

529
00:43:08.400 --> 00:43:12.320
your girl at home you jump you're not that loyal you just haven't had the opportunity to show that

530
00:43:12.320 --> 00:43:19.120
you're loyal and so for me my thoughts about what I thought I was were actually really negative

531
00:43:19.120 --> 00:43:25.760
but when I tried to think okay well I can be patient if I act patient even if I don't feel patient

532
00:43:26.400 --> 00:43:32.480
and then that allowed me to start giving myself a stack of undeniable proof that I am who I

533
00:43:32.480 --> 00:43:38.000
wanted to be and I don't believe in binary traits meaning like he's patient or he's in patient

534
00:43:38.000 --> 00:43:43.280
or he's loyal or he's disloyal it's the question is how loyal are you how honest are you how patient

535
00:43:43.280 --> 00:43:50.080
are you and by switching the characteristics that I wanted to have into progressions or continuums

536
00:43:50.080 --> 00:43:54.640
allowed me to make progress on them simply by giving myself more proof or one more penny on the

537
00:43:54.640 --> 00:43:58.400
scale that says I'm a little bit more patient than I was I'm a little bit more patient I'm a

538
00:43:58.400 --> 00:44:01.440
little bit more patient to the point where I have so many pennies on the scale that I can say I

539
00:44:01.440 --> 00:44:05.520
think I am pretty patient even though every time I put a penny on the scale I don't want to put a

540
00:44:05.520 --> 00:44:09.440
penny on the scale I want to get the thing to happen today I wanted to happen yesterday because

541
00:44:09.440 --> 00:44:13.040
why is it taking so long it didn't take that long for this person I feel like I feel like I work

542
00:44:13.040 --> 00:44:17.920
harder than them and I feel like I'm better than them why am I not doing that but I put the penny on

543
00:44:18.000 --> 00:44:24.080
the scale. Aimos in Asian quick break just to let you know that we've been starting to post

544
00:44:24.080 --> 00:44:28.320
on LinkedIn and want to connect with you all right so send me a connection request and note let

545
00:44:28.320 --> 00:44:32.000
him know that you listen to the show and I will accept it there's anyone you think that we should

546
00:44:32.000 --> 00:44:37.120
be connected with tag them in one of my or lalus posts and I will give you all the love in the world

547
00:44:37.120 --> 00:44:43.440
all right so let's get back to the show. Well ultimately what is patience is patience

548
00:44:43.440 --> 00:44:48.160
feeling patient or is patient doing the thing that is patience so Sam Harrison is first

549
00:44:48.160 --> 00:44:53.280
conversation with Jocka Willink about 10 years ago they talk about how courage is an unfakable

550
00:44:53.280 --> 00:44:59.760
emotion and it's such a good frame you're going to love this so he said if you do the thing in spite

551
00:44:59.760 --> 00:45:04.960
of being fearful of doing the thing that is courage and if you don't do the thing even though you

552
00:45:04.960 --> 00:45:09.600
felt like doing the thing that is cowardice and I think that motivation and patience are exactly

553
00:45:09.680 --> 00:45:17.520
the same if your patient despite not feeling patient that is patience yes that is how it works

554
00:45:17.520 --> 00:45:23.280
and that was that realization that you just said was the reason for that quote because it was

555
00:45:23.920 --> 00:45:30.080
me realizing that I can actually have these traits even if I don't feel like I live those traits

556
00:45:30.080 --> 00:45:35.360
and so that's why probably at least for me when people were like whatever the trade is like

557
00:45:35.440 --> 00:45:41.040
he's so humble he's so whatever like you probably will never feel like you have the trait

558
00:45:42.080 --> 00:45:46.640
but you can still have the trait based on evidence rather than emotion and I think that frame of

559
00:45:46.640 --> 00:45:53.360
evidence has been I mean if I had a north star of personal development for myself it's been just

560
00:45:53.360 --> 00:45:59.360
give myself proof and I mean in so many ways like the reason that I didn't I mean I'm going to go

561
00:45:59.360 --> 00:46:05.440
on attention but again I'll bring it back I didn't talk about how to run gyms until I had six gyms

562
00:46:05.440 --> 00:46:09.200
because I didn't feel like I was qualified enough to talk about it and I only started talking

563
00:46:09.200 --> 00:46:12.320
about gyms when so many people were like dude how do you run your gyms how do you run your gyms

564
00:46:12.320 --> 00:46:17.120
and if I rewind even before that I didn't feel qualified to talk about fitness but I had had a six

565
00:46:17.120 --> 00:46:21.840
pack for a decade you know what I mean and I had multiple state state records but I still didn't

566
00:46:21.840 --> 00:46:25.120
feel qualified to talk about fitness until everyone was like dude how do you how do you do this how do

567
00:46:25.120 --> 00:46:30.080
you strengthen how do you how do you eat this way whatever it is right and so if you if you can

568
00:46:30.080 --> 00:46:37.200
give yourself evidence the world around you like fame like your evidence will change how people treat

569
00:46:37.200 --> 00:46:45.200
you independent of how you feel about it well this is why the must be easy must be nice is so flawed

570
00:46:45.200 --> 00:46:51.600
because what you're saying is I see the outcomes and I have no idea of the difficulty of the inputs

571
00:46:51.600 --> 00:46:57.520
I've absolutely no idea what barriers you need to get over you could be you could find it 99

572
00:46:57.520 --> 00:47:04.320
out of 100 difficult to be patient and yet you are must be nice for you you've got that patience

573
00:47:04.320 --> 00:47:11.440
gene you go each shit each shit you have no idea how hard it is for people to do the things that

574
00:47:11.440 --> 00:47:17.840
they do and the people that make it look easy in some regards contribute to this problem like

575
00:47:18.320 --> 00:47:23.120
and this is why I really love a massive fan of a lot of your work and I think that one of the

576
00:47:23.120 --> 00:47:30.400
reasons is that it's so honest and self-effacing about the challenges and about the steps that

577
00:47:30.400 --> 00:47:35.120
you have to get through and because the journey is relatively well-narratized and you can you can

578
00:47:35.120 --> 00:47:39.760
track it step by step and you've created a kind of a cohesive timeline of how all of this stuff

579
00:47:39.760 --> 00:47:44.720
work there is a point along specifically your journey but hopefully mine and other people's too

580
00:47:44.720 --> 00:47:51.440
where people can inject themselves and say oh I'm at that bit I'm the 15-year-old that I'm at

581
00:47:51.440 --> 00:47:56.800
that bit I resent my parents I've just lost all my money I feel like I need to you know like you

582
00:47:56.800 --> 00:48:03.120
have every different problem that you can encounter in life is present in Alex's timeline and I

583
00:48:03.120 --> 00:48:08.080
think that that's really important I think this this is one of the I would say this is a criticism

584
00:48:08.080 --> 00:48:13.520
that I have about some of the personal development self-growth and a lot of the business advice as well

585
00:48:15.200 --> 00:48:24.800
even the bad times are romanticized and they're not fucking romantic like it feels like hell it feels

586
00:48:24.800 --> 00:48:31.600
like shit to do the thing to fail to not feel like anybody cares about you to not even know that

587
00:48:31.600 --> 00:48:40.800
there's going to be glory in retrospect yeah it feels despondent and destitute and sad and alone

588
00:48:41.040 --> 00:48:48.240
and I get it and I think that the more visceral that we can make these stories the better it is

589
00:48:48.240 --> 00:48:52.880
because I know that that's what would have resonated with me I would have gone that's an undeniable

590
00:48:52.880 --> 00:48:59.200
stack of proof that you were where you said you were I'll tell you one that maybe we'll resonate

591
00:48:59.200 --> 00:49:05.360
with somebody in the audience so I remember when I decided to move so I moved to California to

592
00:49:05.520 --> 00:49:10.880
start a gym or get into fitness and I got there and the guy who I said I was going to mentor

593
00:49:10.880 --> 00:49:14.000
under was like were you staying and I was like I don't know I just got here and he's like what do

594
00:49:14.000 --> 00:49:18.400
you mean you don't know I was like I don't know I just showed up and so he went he said I could

595
00:49:18.400 --> 00:49:21.680
sleep at his place that night the next morning went to the gym and he got on chair and said hey

596
00:49:22.640 --> 00:49:26.320
who here is going to house this kid and one guy came up to me he was like I'll give you a room so

597
00:49:26.320 --> 00:49:32.160
I rented one room in a house or 400 bucks a month and then when I left that room to start sleeping

598
00:49:32.160 --> 00:49:36.080
at the gym which was an hour away because I couldn't make the commute so I say 400 bucks a month

599
00:49:36.080 --> 00:49:40.000
I remember being actually kind of excited about it I remember being like man this is going to be a

600
00:49:40.000 --> 00:49:43.920
such a story yeah this is me I'm going to be this is my rocky cutscene right but the thing is that

601
00:49:43.920 --> 00:49:51.040
the rocky cutscene lasts 30 seconds in the movie but it can last five years in your life and when I

602
00:49:51.040 --> 00:49:56.080
was sleeping on the gym floor I'll give you a detail that that'll tell you that the unstack of

603
00:49:56.080 --> 00:50:02.480
it and I was that I my first gym was underneath of a parking garage and so there's these

604
00:50:02.480 --> 00:50:07.360
metal dividers and the ceiling and so cars would drive over this and it's a concrete box and so

605
00:50:07.360 --> 00:50:13.200
it sounded like a gunshot like and it would happen at all hours the night and probably the most

606
00:50:13.200 --> 00:50:17.680
painful from an emotional perspective experience that I would have on a regular basis was that it was

607
00:50:17.680 --> 00:50:24.080
also abandoned enough parking a lot that college kids kids my age would go up and party on the roof

608
00:50:24.800 --> 00:50:28.960
and so like while they were partying literally above my head and making noise that would prevent

609
00:50:28.960 --> 00:50:35.360
me from sleeping I would be down below in an in a dark warehouse in a city that I knew no one

610
00:50:35.920 --> 00:50:40.560
like I was from Baltimore I drove across the country I went to Huntington Beach I literally knew

611
00:50:40.560 --> 00:50:45.760
no one and no one knew me and so I'm sleeping there and then I realized that I can't really sleep

612
00:50:45.760 --> 00:50:51.680
at night and so I'm I'm taking basically I'm living on naps for the first six months of the gym

613
00:50:52.080 --> 00:50:57.200
and like homeless people are sleeping in my parking lot and I have to like go out and tell them to

614
00:50:57.200 --> 00:51:02.000
like go away and then I get back lock the door and I go back on the astroturf which is where I

615
00:51:02.000 --> 00:51:09.280
slept with a blanket and a pillow and I bring this up because like the visceral feeling that

616
00:51:09.280 --> 00:51:14.800
you go through when you're going through the mound of shit period or the shit eating what feels

617
00:51:14.800 --> 00:51:23.840
like a marathon is that it's it becomes a 30-second sound bite in my story yeah but it was years

618
00:51:23.840 --> 00:51:28.320
and so like even to the same degree people are like man you're such a natural salesman the first job

619
00:51:28.320 --> 00:51:32.160
I ever got offered out of college was a sales job and I said I'm not a salesman I'm an academic

620
00:51:33.440 --> 00:51:37.200
and then as soon as I open my gym I was like oh shit how do I pay rent and someone walked in the

621
00:51:37.200 --> 00:51:42.640
door and I was like please give me money I promise and I had no equipment in my gym because I couldn't

622
00:51:42.640 --> 00:51:48.480
afford any so it's an empty gym with just turf and I was like I promise you I will get you

623
00:51:48.480 --> 00:51:52.160
amazing results and they're like are you gonna be here tomorrow and I was like I sleep here I have

624
00:51:52.160 --> 00:51:56.640
to be here I promise I'll be here it's impossible it's impossible for me to not be here I can't

625
00:51:56.640 --> 00:52:01.840
live I can't leave right and so the early people took pity on me when they literally paid the

626
00:52:01.840 --> 00:52:05.680
for the first 29 members I signed up in the first two weeks before the gym opened was from pity

627
00:52:05.680 --> 00:52:09.840
it wasn't from charisma it was pure pity I'll be real with you and it was the exact amount that I

628
00:52:09.840 --> 00:52:14.400
needed to pay rent and I remember the first month of rent that I paid with this is actually wild

629
00:52:14.400 --> 00:52:19.600
I only looked at this in retrospect I made exactly four thousand nine hundred and seventy two dollars

630
00:52:19.600 --> 00:52:25.680
my first month of my gym my rent was four thousand nine hundred and seventy two dollars and I

631
00:52:25.680 --> 00:52:30.160
remember working like a dog to get that I'd never made money in my life like I'd never like

632
00:52:30.160 --> 00:52:33.360
really asked anyone for money and all of a sudden I had to come up five thousand dollars in a

633
00:52:33.360 --> 00:52:38.000
month and then at the end of the month I watched it go to zero and then I was like I have to do it

634
00:52:38.000 --> 00:52:43.440
again and that was when like the reality of the situation of like there was no escape there was

635
00:52:43.440 --> 00:52:47.600
no one who was going to come to save me and there was I couldn't blame my dad I couldn't blame my

636
00:52:47.600 --> 00:52:52.720
mom I was the one who had chosen this life but the alternative was that I had to go back to my

637
00:52:52.720 --> 00:52:57.760
father a failure and have him look in look me in the eyes and say I told you and come here can we

638
00:52:57.760 --> 00:53:01.840
don't worry about it you know I told you this this gym stuff this fitness stuff this starting

639
00:53:01.840 --> 00:53:06.240
over it's it's for later it's fine just go back you've you've got this you've got this great

640
00:53:06.240 --> 00:53:09.520
degree you've got just go to go to the business school to do the thing and I know exactly what

641
00:53:09.520 --> 00:53:14.480
it happened but what would have happened after that is that for the rest of my life he would have

642
00:53:14.480 --> 00:53:20.000
had absolute authority over everything that I did and that felt like death and so that was what I

643
00:53:20.000 --> 00:53:23.760
ran away from when I was in that moment like whenever I felt like my back was against the wall I

644
00:53:23.760 --> 00:53:27.200
didn't know what to do and it felt like the Instagram reels of like the motivation weren't going

645
00:53:27.200 --> 00:53:31.440
to get me through what I was going through because no one cared that I was sleeping on I let them know

646
00:53:31.440 --> 00:53:34.800
I'm sleeping on the floor and a month later when you're still sleeping on the floor once everyone's

647
00:53:34.800 --> 00:53:44.800
like don't care like great you're pursuing your dream right early days but despite that the

648
00:53:44.800 --> 00:53:51.680
must be easy mantra is the easiest indicator that you have a victim mindset because what it means

649
00:53:51.680 --> 00:53:56.800
is I can't achieve this thing because on some level you say must be easy there's some level of desire

650
00:53:56.800 --> 00:54:00.800
that's there you're like I'd like to achieve some aspect of this and then rather than feel the pain

651
00:54:00.800 --> 00:54:06.720
of saying that I'm inadequate or I'm not taking action we cast our inadequacy on some outside

652
00:54:06.720 --> 00:54:11.600
object or some outside circumstance and by doing that we remove all agency and all power that we

653
00:54:11.600 --> 00:54:16.800
have over our lives and for me I would rather be somebody who has absolute power and have nothing

654
00:54:16.800 --> 00:54:22.480
to show for it than somebody who has all the all the things to show for it but know that I'm life's

655
00:54:22.480 --> 00:54:32.720
bitch. Life being one protracted training montage is a really important lesson to learn the fact

656
00:54:32.720 --> 00:54:40.560
that in the Rocky movie it is 90 seconds and then everything is fixed and that can last for

657
00:54:40.560 --> 00:54:51.040
decades that can last for years and I think that the lack of glory the lack of certainty it makes it

658
00:54:51.040 --> 00:55:05.200
it turns it from worthwhile majesty into it's not even sufficiently triumphant to be called sad

659
00:55:06.160 --> 00:55:13.040
like it's just like weak and pissy and you have no idea if anything's going to work but what's

660
00:55:13.040 --> 00:55:18.480
the alternative entropy is going to come and fucking get you so what's the alternative like my

661
00:55:18.480 --> 00:55:24.160
Twitter bio says locally reversing entropy and I think that that really is what you should try and do

662
00:55:24.160 --> 00:55:29.440
because it's going to fucking come for you the lack of certainty is what actually makes it worth it

663
00:55:29.440 --> 00:55:33.600
and so here's my point let's think let's consider the alternative which is that you are on the path

664
00:55:33.680 --> 00:55:40.800
and you are guaranteed to know that you're going to get the outcome all of the mystery is gone

665
00:55:40.800 --> 00:55:45.520
there's no excitement which is why they said you know the ancient Romans are sorry ancient Greeks

666
00:55:45.520 --> 00:55:50.160
would say that the gods always envy the mortals because their life was so ephemeral they had so much

667
00:55:50.160 --> 00:55:53.440
chance that could happen to them right where the gods always knew that they weren't going to die and

668
00:55:53.440 --> 00:55:58.640
it was completely guaranteed and so what we do is we basically have this wish that if it actually

669
00:55:58.640 --> 00:56:03.040
came true we would hate it even more than our current circumstance if you knew that you were going

670
00:56:03.040 --> 00:56:08.480
to succeed it wouldn't be worth doing to begin with the fact that you are uncertain when you start

671
00:56:08.480 --> 00:56:15.440
is what makes it worthwhile and the fallacy of being in the pursuit is the worry or the concern

672
00:56:15.440 --> 00:56:19.200
that it won't amount to anything because who you are becoming is the thing that you are

673
00:56:19.200 --> 00:56:27.120
amounting to in real time every day this was something that Mark Manson tweeted he put it in his

674
00:56:27.120 --> 00:56:31.680
newsletter actually and it made me think of a lesson that I learned a long time ago

675
00:56:33.440 --> 00:56:38.560
stop complaining about the results you didn't get from the work you didn't put in the only way

676
00:56:38.560 --> 00:56:43.440
to become more successful than most people is to be willing to do something most people aren't

677
00:56:43.440 --> 00:56:50.960
willing to do and this is that lean in mentality again it's like luck it sucks it's shitty you're

678
00:56:50.960 --> 00:56:55.920
tired everybody says that you're leaving your friends behind leaving your family behind betraying

679
00:56:55.920 --> 00:57:01.520
your culture betraying whatever expectation it is that they have on you you need to do something

680
00:57:01.520 --> 00:57:05.600
that most people aren't willing to do because as we've said the average American is obese in debt

681
00:57:05.600 --> 00:57:10.240
and divorced like is that really oh brilliant fantastic I'm in the fucking center of the bell curve

682
00:57:10.240 --> 00:57:15.280
distribution here that's really congratulations and then the other side stop complaining about the

683
00:57:15.280 --> 00:57:20.000
results you didn't get from the work you didn't put in okay so you didn't lose weight this month

684
00:57:20.000 --> 00:57:25.840
did you follow your diet well I did for half the month okay so is it any surprise that you didn't

685
00:57:25.840 --> 00:57:31.680
lose any weight how's your content creation game going well I you know I spent a lot of time

686
00:57:31.680 --> 00:57:36.320
planning for the podcast that I'm going to release or for the Instagram that I'm gonna start or

687
00:57:36.320 --> 00:57:41.360
from the sub stack that I'm gonna begin writing on okay and what did you actually do it comes back

688
00:57:41.360 --> 00:57:49.520
to like the work doesn't care yeah Charlie Munger in one of his seminal speeches he talks about how

689
00:57:49.520 --> 00:57:55.360
to guarantee failure how to make sure that you were a failure and he inverts the the concept of

690
00:57:55.360 --> 00:57:58.960
success it's like what could you do to make sure that you were a failure it's like well you would

691
00:57:58.960 --> 00:58:04.320
definitely get involved in drugs drinking he says was it leverage liquor and women that's you know

692
00:58:04.320 --> 00:58:09.040
the Charlie's Charlie's big one right but one of the ones that he has I think he has seven in his in

693
00:58:09.040 --> 00:58:16.160
his in his speech is consistency he's like you have to make sure that you're inconsistent he's like

694
00:58:16.240 --> 00:58:22.400
because if you are consistent and you have none of the other attributes he's like it's you still

695
00:58:22.400 --> 00:58:27.840
might be successful he's like it's it's very tough for people who are consistent and not be successful

696
00:58:27.840 --> 00:58:32.480
and he makes an especially pointed point about consistency because in my opinion it's one of the

697
00:58:32.480 --> 00:58:37.840
most difficult of the virtues for humans to do because we're so attracted to novelty and so like

698
00:58:38.800 --> 00:58:41.920
I mean I used to do with this with you know people on their diets all the time I remember I ran

699
00:58:41.920 --> 00:58:46.320
gyms and so someone would come in and I would always ask the question so have you been following the

700
00:58:46.320 --> 00:58:50.560
meal plan and then they would say yes and so then I started changing the way I asked the question

701
00:58:50.560 --> 00:58:55.440
so I'd say out of the 21 meals that you were supposed to eat how many of the 21 did you have exactly

702
00:58:55.440 --> 00:59:00.000
the way it was on the meal plan and then they would be like oh I mean at least half and they would

703
00:59:00.000 --> 00:59:05.840
say it as though that was a mark of success and right now the meal plan could be your content plan

704
00:59:05.840 --> 00:59:09.600
it could be your it could be your showing up to work on time plan it could be the time that you

705
00:59:09.600 --> 00:59:14.480
want to put towards your side hustle doesn't really matter but if there's one muscle that you can

706
00:59:14.480 --> 00:59:19.520
flex it's learning to do the same thing over and over again like one of the one of the values that we

707
00:59:19.520 --> 00:59:25.200
had at gym lunches do the boring work because boring is what makes you rich right it's it's it's it's

708
00:59:25.200 --> 00:59:30.560
it's writing the follow-up sequence to your to the purchase page that you don't feel like doing

709
00:59:30.560 --> 00:59:36.720
but you know you should do it's running the split test for the 10th time it's it's actually going

710
00:59:36.720 --> 00:59:42.480
through and prepping for 20 minutes before you have the meeting because it's amazing how much

711
00:59:42.480 --> 00:59:48.240
smarter you can appear with 20 minutes of preparation like you can appear 50 IQ point smarter if you

712
00:59:48.240 --> 00:59:51.840
just prepare for meetings for 20 minutes I remember I did a consulting day which I've only done

713
00:59:51.840 --> 00:59:57.600
three in my entire life and when I showed up to the day because I always want to make sure

714
00:59:57.600 --> 01:00:03.440
that everyone always gets more for me than I than they give me I had taken I don't know four

715
01:00:04.160 --> 01:00:08.240
not a long time but a long time for I think some people but for me four hours is nothing I count in

716
01:00:08.240 --> 01:00:13.120
hundreds so this was irrelevant and so I put like four hours and actually took the time and put it

717
01:00:13.120 --> 01:00:17.360
in to do research on the individual so I looked at every single page they had every landing page

718
01:00:17.360 --> 01:00:22.080
every offer every everything and I had seven pages of things that I thought would make them more

719
01:00:22.080 --> 01:00:25.760
money and so when I started I was like this is what we're going to go through today and I'll walk

720
01:00:25.760 --> 01:00:28.720
you through line by line and you'll have this as a take blind so you can execute it with your team

721
01:00:28.800 --> 01:00:35.840
as a bigger company and the guy was shocked he was like never in my entire life has anyone

722
01:00:35.840 --> 01:00:41.440
had this much preparation and that's what goes back to like you need 20 podcasts to be in the top

723
01:00:41.440 --> 01:00:49.520
1% the the bar for excellence like I have this timer that I have on my desk which it's the easiest

724
01:00:49.520 --> 01:00:52.720
purchase you can make I think it was like seven bucks on Amazon it's a little twist kitchen

725
01:00:52.720 --> 01:00:57.760
timer it's very easy and it's been probably my biggest focus act you know to date which is

726
01:00:58.400 --> 01:01:02.320
I turn it when I want to start working and part of it allows me to think how long I get better

727
01:01:02.320 --> 01:01:05.200
predicting how long it's going to take me to do something so I think I think this will take me

728
01:01:05.200 --> 01:01:10.160
35 minutes so I turn the clock to 35 and I click on and I start working on the thing and the moment

729
01:01:10.160 --> 01:01:14.720
my phone rings or I look at slack or whatever I stop the timer and so you actually see that your time

730
01:01:14.720 --> 01:01:21.200
on task is usually significantly less than you think it is and I think that in my early days I would

731
01:01:21.200 --> 01:01:26.560
spend a very long time in front of a computer telling myself that I was working with very few

732
01:01:26.560 --> 01:01:31.200
minutes actually on task and that's why I think that most things are actually significantly easier

733
01:01:31.200 --> 01:01:35.920
than people think they are they just don't know how to try hard because the harder that you try

734
01:01:35.920 --> 01:01:41.280
the easier it gets and so it's like if you can just learn to love what trying hard feels like

735
01:01:42.240 --> 01:01:46.960
then all of a sudden it becomes unreasonable that you can't win so like for the presentation

736
01:01:46.960 --> 01:01:50.800
that I'm giving I explained a little bit earlier about what my process looks like if you were to

737
01:01:50.800 --> 01:01:54.720
say what would it take for somebody to be unreasonably good that it would be impossible for them to

738
01:01:54.720 --> 01:01:59.920
not be a top 1% salesman or a top 1% content creator and you said what would that person need to do

739
01:01:59.920 --> 01:02:03.520
irrelevant from outcome what would be the actions or evidence that they would have to do

740
01:02:03.520 --> 01:02:08.240
prior to that thing that would make it unreasonable that they couldn't succeed and then you do

741
01:02:08.240 --> 01:02:12.160
those things what happens is you realize that it's actually not that hard because you put so much

742
01:02:12.160 --> 01:02:18.000
work into it in the bar from other people working is so embarrassingly low that they then ask you

743
01:02:18.000 --> 01:02:25.840
how you did it and it must be easy consistency doesn't guarantee that you'll be successful

744
01:02:27.360 --> 01:02:33.120
but not being consistent will guarantee that you won't reach success you have a productivity hack

745
01:02:33.120 --> 01:02:39.120
an easy productivity hack instead of spending time getting in the mood to work just start working

746
01:02:39.120 --> 01:02:45.680
confront the work people think they need perfect conditions to start when in reality starting is

747
01:02:45.680 --> 01:02:55.680
the perfect condition I'm married to that I love that because if you think like I you know I

748
01:02:55.680 --> 01:03:00.240
obviously am somebody who always wants to optimize how much work I do per unit of time and so I

749
01:03:00.240 --> 01:03:04.400
I was you know there was definitely times earlier in my life I was really romanticized by these like

750
01:03:04.400 --> 01:03:08.720
very extensive morning routines and supplement rituals and like all this stuff of mental

751
01:03:08.720 --> 01:03:12.640
masturbation around the work that need to be done but when I looked at two hours later and nothing

752
01:03:12.640 --> 01:03:19.760
had actually gotten done the moment you begin working is when your output per unit of time goes up

753
01:03:20.640 --> 01:03:27.680
and so that makes beginning the single greatest hack that you can have for everything else that you

754
01:03:27.680 --> 01:03:31.280
do and work because things when you start working you start getting in the mood to work

755
01:03:31.280 --> 01:03:34.640
right like everything else is procrastinating around the work that you think you should do

756
01:03:34.640 --> 01:03:39.040
but like I have noticed for me at least I have these I have some big mental tasks you know what I mean

757
01:03:39.040 --> 01:03:42.080
like big content piece or big thing that you need like you know it's going to take real mental

758
01:03:42.080 --> 01:03:47.760
effort it takes me like five minutes of actually being in it to then get a little bit of a

759
01:03:47.760 --> 01:03:53.840
lay of the land to then get into it but I used to take hours to delay to start the first five

760
01:03:53.840 --> 01:03:57.520
minutes and so my time compression of when I thought I should start doing something and when I

761
01:03:57.520 --> 01:04:01.360
started doing it over time it's just compressed to the point where it's like the moment I think

762
01:04:01.360 --> 01:04:05.280
that I need to start doing it sometimes I just start it because then what happens I get this open

763
01:04:05.280 --> 01:04:09.040
loop and so rather than complete work at like it's a lot of people are like I want to complete it

764
01:04:09.040 --> 01:04:13.280
at this really nice clean point stop halfway through the Senate's because it'll drive you mad

765
01:04:13.280 --> 01:04:18.720
that's the zygonic effect in full work do you know this story zygonic oh wow this is well that's

766
01:04:18.720 --> 01:04:23.920
way more than I do that's what you shut up that's what you're leveraging here so the zygonic

767
01:04:23.920 --> 01:04:29.840
effect was a study originally done on servers in restaurants okay and they realized you've

768
01:04:29.840 --> 01:04:33.200
ever been at a restaurant and a server comes up and stands with the hands behind the back and go

769
01:04:33.200 --> 01:04:36.560
what would you like tonight sir and you say I'll have the lobster roll and a glass of red wine

770
01:04:36.560 --> 01:04:41.200
and a blah blah and you're like this motherfucker's not he hasn't got a pen or a part of paper it's

771
01:04:41.200 --> 01:04:49.200
crazy and then they go off and what they realized was servers in restaurants were unbelievably good

772
01:04:49.360 --> 01:04:54.000
being able to recall exactly what a table's order was while that table's order was still open

773
01:04:54.000 --> 01:05:00.640
so guys in table 16 they want to swap the peas out for a little bit of extra rice and they're doing

774
01:05:00.640 --> 01:05:06.240
this thing as soon as the table was closed they couldn't remember anything so this is an open

775
01:05:06.240 --> 01:05:12.560
loop closed loop system and it's built into the brain the brain abhors an open loop it's the same

776
01:05:12.560 --> 01:05:17.040
reason why Netflix cliffhangers at the end of every episode guaranteed you'll watch the next one

777
01:05:17.040 --> 01:05:23.840
because you can't bear the fact there's even novels in the dark romance genre that make guarantees

778
01:05:23.840 --> 01:05:28.320
that there won't be cliffhangers they make they put it on the front or the back of the book and they

779
01:05:28.320 --> 01:05:35.280
say no cliffhangers guaranteed which is people have so much distaste for it that it's a selling point

780
01:05:35.280 --> 01:05:39.680
that you get the closure at the end of it and finishing halfway through a sentence

781
01:05:41.280 --> 01:05:46.240
reduces the activation energy required to begin that sentence the next day and it keeps it in your

782
01:05:46.240 --> 01:05:52.400
mind too overnight so I think yeah whether you've stumbled on it or whether you knew about it

783
01:05:52.400 --> 01:05:57.360
you've managed to leverage a pretty powerful piece of psychology that's sick going back to the

784
01:05:57.360 --> 01:06:03.680
work thing another one from you that I absolutely adore it just takes work shit loads and shit

785
01:06:03.680 --> 01:06:09.360
loads of work every time I try and dress it up or cut a corner I get brutally reminded the work

786
01:06:09.440 --> 01:06:15.680
just needs doing the work doesn't care who you are it just cares that it gets done

787
01:06:17.600 --> 01:06:23.120
I'm actually going to reverse quote David Goggins on this one but I love this quote that he has

788
01:06:23.120 --> 01:06:27.200
which he says there's no shortcuts for you David or there's no shortcuts for you Goggins

789
01:06:27.200 --> 01:06:31.920
I heard him say that and I just love that as a refrain which is that a lot of people look for

790
01:06:31.920 --> 01:06:37.840
a shortcut but the idea that you say like they're not for you you don't get to use them you are

791
01:06:37.840 --> 01:06:43.600
immune to shortcuts I just love it because then it just further shortcuts the path to the work

792
01:06:43.600 --> 01:06:52.720
that needs to get done and I wrote that tweet on my I don't know 11th run of this presentation

793
01:06:52.720 --> 01:06:57.120
that I'm done because that's a recent one yeah and so I was it was like 11 o'clock at night and

794
01:06:57.120 --> 01:07:01.360
so right now I'm working triple shifts which is not common for me I usually do two not three

795
01:07:02.240 --> 01:07:07.440
so for me in normal work days like I wake up I start working at you know six or seven and I go

796
01:07:07.440 --> 01:07:13.200
until about sixish so it's like 10 to 12 really concentrated hours work and that I can do six and

797
01:07:13.200 --> 01:07:17.920
half days a week I usually take Saturday afternoons off and it's really just because at that point

798
01:07:17.920 --> 01:07:21.920
I can't work anymore and my brains do and then I I get my one half day and then I'm good to go

799
01:07:21.920 --> 01:07:27.520
and I'm rearing to kick on you know to work on Sundays my triple shift is I get I go to dinner

800
01:07:27.520 --> 01:07:34.000
and I come back at 730 then I work from 730 until 1130 or one or whatever right and when I'm

801
01:07:34.000 --> 01:07:38.960
putting in triple shifts is when I know I'm like really gassing it and that's that's what I'm like

802
01:07:38.960 --> 01:07:46.640
repeatedly doing 16 17 a day of actual productive work and I hear the same thoughts that everyone

803
01:07:46.640 --> 01:07:51.760
does which is like it's not going to matter like it's fine you like it's good enough like I hate

804
01:07:52.560 --> 01:07:57.680
it makes me sick to even say that right because the thing that I like David Goggins right he's got

805
01:07:57.680 --> 01:08:02.640
like there's no shortcuts for you I would say the one that I have two that are like my internal ones

806
01:08:03.280 --> 01:08:11.360
one that is probably the most common is I will do what is required and this work needs doing

807
01:08:12.400 --> 01:08:17.920
and there's just no way around it and it's just it's just looking at the face of the work and it's

808
01:08:17.920 --> 01:08:26.080
like smiling back at me like no one else is going to do it and like I love that one like when

809
01:08:26.080 --> 01:08:30.240
we're recording content and the early days we're doing like a hundred shorts every time we did it

810
01:08:30.240 --> 01:08:34.000
and it was direct to camera and it was the only time I could fit it in with all the portfolio

811
01:08:34.000 --> 01:08:39.440
stuff that we're doing and so I was it was always like I will do what's required and that's been

812
01:08:39.440 --> 01:08:44.480
a really helpful refrain for me when I'm confronted with especially when you know what needs to get

813
01:08:44.480 --> 01:08:54.800
done and the second one is but I'll know and so like even if it does go well and even if everyone

814
01:08:54.800 --> 01:09:02.240
else says it's great but I'll know and it'll then rob me of all of the joy of all of those moments

815
01:09:02.240 --> 01:09:07.200
in that experience because I'll know that I could have done better and the thing is it's like to

816
01:09:07.200 --> 01:09:14.400
quote myself from earlier like I've never regretted working harder ever not once and some people

817
01:09:14.400 --> 01:09:19.040
like on your deathbed you're gonna like no because I lived every moment of my day doing what I wanted

818
01:09:19.040 --> 01:09:26.000
to do and I remember I had a boss when I am my first boss after college she said this thing I had

819
01:09:26.000 --> 01:09:34.240
had a particularly good weekend and she said I'm pretty sure happiness is stringing as many of

820
01:09:34.240 --> 01:09:41.040
those days in a row as you possibly can and although I hated the job that piece of advice has

821
01:09:41.040 --> 01:09:46.720
actually been probably what I has been my blueprint for how to live which is like my birthday it

822
01:09:46.720 --> 01:09:52.160
looks the same as my Tuesdays which looks the same as my Sundays you know what the original name

823
01:09:53.280 --> 01:09:58.960
pool for this podcast was this the only time in history I've done branding my entire adult life

824
01:09:59.200 --> 01:10:05.280
and with club nights all you're doing is coming up with brands I parody so it's tropical they'll be a

825
01:10:05.280 --> 01:10:11.280
flamingo skinned oh it's a cheap night it's for people to get fingered in the corner like is we

826
01:10:12.000 --> 01:10:15.440
all I did was branding right I was the branding guy I'm pretty good at copywriting all I did was

827
01:10:15.440 --> 01:10:20.880
branding the one time I've had divine inspiration three in the morning wake up with the name was

828
01:10:20.880 --> 01:10:25.200
modern wisdom the one time out of every business every night every brand I've ever come up with

829
01:10:25.200 --> 01:10:31.760
that was the one time but on the list of the others mind mind and matter was one of them the

830
01:10:31.760 --> 01:10:36.480
other one was a quote from Tim Ferris was called crushing a Tuesday and he said that what you

831
01:10:36.480 --> 01:10:44.160
should aim for in life is for your average Tuesday not the spectacular one-time private jet with

832
01:10:44.160 --> 01:10:52.080
the friends to go for the whatever whatever not the UFC power slap launch party staring at the

833
01:10:52.080 --> 01:10:59.360
back of Dan Bilzerians dirty mullet like not that you want your average Tuesday to look the way

834
01:10:59.360 --> 01:11:03.760
that you want most of your life to do and when I think about the days that I look back on at the

835
01:11:03.760 --> 01:11:09.440
end of my day and think like today was a good day invariably it's the same few things it's I

836
01:11:09.440 --> 01:11:16.320
worked very hard on something that I thought was worth doing I worked out and I spent time with

837
01:11:16.320 --> 01:11:23.440
people that I enjoy being around if I do those three things I had a good day and so that's been

838
01:11:23.440 --> 01:11:27.840
my you know Alex a simple blueprint for doing things and I think the point that you were making

839
01:11:27.840 --> 01:11:32.000
earlier I think it's worth hitting on again which is just that like most people's definitional

840
01:11:32.000 --> 01:11:35.520
work is a negative one which is why they have for it which is also why they misunderstood and so

841
01:11:35.520 --> 01:11:40.560
many people who quote I'll say quote here are successful ahead of them or whatever is that both

842
01:11:41.040 --> 01:11:47.600
one person says the word work and the other person hears the word pain and so the first step to

843
01:11:47.600 --> 01:11:52.000
like becoming more successful is understanding the language that the people who are successful

844
01:11:52.000 --> 01:11:58.320
are using they're actually defining the word differently and so whatever that thing is that you

845
01:11:58.320 --> 01:12:02.160
actually enjoy doing where you lose track of time when you're in it even if it's challenging but

846
01:12:02.160 --> 01:12:06.320
usually it is challenging right like it's not easy because then it's boring right which is also

847
01:12:06.320 --> 01:12:09.840
why the uncertainty thing is so key right to not knowing if it's going to if it's going to work or

848
01:12:09.840 --> 01:12:16.160
not you are going to work though either way is that the people who are quote addicted to work make

849
01:12:16.160 --> 01:12:22.400
it easy to be addicted to work because they do things worth doing and I think a lot of it is

850
01:12:22.400 --> 01:12:27.680
coming down to making sure that you take the few precious seconds that we have to do the few

851
01:12:27.680 --> 01:12:33.200
things that are worth doing for the rest of your life the more I listen to this the better my

852
01:12:33.200 --> 01:12:39.920
life gets if they don't have what you want don't listen to what they say there's no greater

853
01:12:39.920 --> 01:12:45.440
waste of time than justifying your actions to people who have a life you don't want

854
01:12:47.920 --> 01:12:54.640
that was a message to my younger self but I remember I got in and well I won't call it out

855
01:12:54.960 --> 01:12:59.680
um let me see how I can say this the right way um

856
01:13:04.000 --> 01:13:07.600
you know what I'll just say it I'll whitewash the names so I was with a family member

857
01:13:08.320 --> 01:13:11.920
and we're all around the kitchen table and starting the holidays because I don't go home very much

858
01:13:12.560 --> 01:13:20.720
and they kind of started attacking me um and they're like I would never live your life

859
01:13:21.360 --> 01:13:25.840
you're so unbalanced like attacking and I was like what are you saying

860
01:13:27.600 --> 01:13:37.520
and she said I just would never do that and I was like all right well what part of my life is

861
01:13:37.520 --> 01:13:40.960
unbalanced I was like do you feel like my health is unbalanced I was like do you feel like my

862
01:13:40.960 --> 01:13:47.440
marriage is unbalanced I was like do you feel like my finances are unbalanced I was like what part

863
01:13:47.440 --> 01:13:53.360
of my life do you feel like is that a whack she was like you know I'm not as good as with words

864
01:13:53.360 --> 01:13:57.600
as you are and that was the and I was like okay so the fact that you can't make a logical argument

865
01:13:57.600 --> 01:14:04.240
I'm not going to continue how that conversation went but the the TLDR of that was I really thought a

866
01:14:04.240 --> 01:14:16.640
lot about it and it came down to I wouldn't live your life and my response to that is good don't

867
01:14:18.080 --> 01:14:23.120
it's not your life it's mine live yours the way you want and I wouldn't live your life either

868
01:14:23.120 --> 01:14:26.240
and so what ends up happening is they become these statements these projections that are not

869
01:14:26.800 --> 01:14:32.560
actually real now on some level maybe they were saying that because there was

870
01:14:32.560 --> 01:14:36.640
envy in that aspect of like wishing that was there you know that they were living that life but

871
01:14:36.640 --> 01:14:39.920
in this particular instance I don't think it was I think they genuinely were trying to help

872
01:14:39.920 --> 01:14:44.240
it was a family member and they thought they were that I was being misguided but this isn't

873
01:14:44.240 --> 01:14:48.320
this is an intervention let me hold the talking pillow Alex we've all come together because

874
01:14:48.320 --> 01:14:53.520
we care about you we really feel like we need to have a conversation here it's it's exactly what

875
01:14:53.520 --> 01:15:02.160
it was yeah and I got so angry you so angry and you know you can hear Layla like

876
01:15:02.960 --> 01:15:07.280
patting my back like it's I'm like see you can feel the heat coming off of me as like I go upstairs

877
01:15:07.280 --> 01:15:12.720
and look how how dare she you know yeah but it really just came down to like her just saying

878
01:15:13.600 --> 01:15:18.880
I don't want to live your life and I think the answer to that question is good don't

879
01:15:19.600 --> 01:15:23.600
and I think that has been one of the things that has defused so many of these like hateful comments

880
01:15:23.600 --> 01:15:28.400
where people dehumanize your whatever and make you into this ideal that they reject it's like

881
01:15:28.400 --> 01:15:32.160
you're right one of the things that I'd mentor Tommy say it's like when you're in an arc if

882
01:15:32.160 --> 01:15:35.920
somebody's like it's like you're you're a terrible person pop up pop up you just say you're right

883
01:15:36.800 --> 01:15:42.320
and and then they have not they have they have nothing to say and then you just move on with

884
01:15:42.320 --> 01:15:51.520
your life and so like in that way it's acceptance but of like your your idea of who I am that you

885
01:15:51.520 --> 01:15:57.120
hate so much I accept I can live with that even that but like we don't want to think what if I am

886
01:15:57.120 --> 01:16:02.720
it I don't believe that but I can do that and I can end the conversation so I'm taking improv classes

887
01:16:02.880 --> 01:16:07.120
at the moment because I'm doing my first live shows in the UK and Ireland

888
01:16:07.120 --> 01:16:16.160
okay this live tour thank you yeah everything's no solo stood on stage for 90 minutes

889
01:16:16.160 --> 01:16:22.480
comedy no just lessons yeah in sites and stuff probably some shit that I've learned today

890
01:16:23.280 --> 01:16:27.760
anyway we released it in every show sold out and then got venue upgraded and then sold out

891
01:16:27.760 --> 01:16:32.160
again in less than 45 minutes across all of the days which was great but then scary because I

892
01:16:32.160 --> 01:16:36.800
now had to speak to like three times as many people per night for additional nights on top of what

893
01:16:36.800 --> 01:16:44.560
I thought anyway I'm doing improv in improv there is one rule and the rule is don't punk the game

894
01:16:45.200 --> 01:16:51.360
so we're doing some exercise where we need to make silly noises as we pass this imaginary energy

895
01:16:51.360 --> 01:16:56.320
around and I need to go like Boeing and send it back and you need to go whoosh and pass it on and

896
01:16:56.400 --> 01:17:02.480
all this sort of shit the one thing that you're not allowed to do is not make one of the noises

897
01:17:02.480 --> 01:17:07.200
that's allowed yeah and I really think about punking the game an awful lot and you see it happen

898
01:17:07.200 --> 01:17:14.400
in podcasts you see it happen on TV you see it happen and it can be both destructive and constructive

899
01:17:14.400 --> 01:17:19.840
but it's always destructive to the people that are trying to play the game and it can sometimes

900
01:17:19.840 --> 01:17:24.320
be constructive to the person who is punking it so what you did is you punk the game that

901
01:17:25.200 --> 01:17:28.640
we are playing a game of tennis we are hitting the ball back and forth here I go I hit the ball

902
01:17:28.640 --> 01:17:35.920
across the net and where is it is it hit it back hit it hit it back to me like this is the game

903
01:17:35.920 --> 01:17:41.200
that we're playing and you didn't move reciprocally back and forth you went orthogonally you went

904
01:17:41.200 --> 01:17:45.680
across on a different axis and you're like I'm not playing this anymore this is a different game

905
01:17:45.680 --> 01:17:53.120
I'm not bothered there's not even words to describe what that means now the way that it can be

906
01:17:53.200 --> 01:18:00.320
destructive is especially if you're having let's say a meaningful conversation sometimes people

907
01:18:00.320 --> 01:18:05.840
who are uncomfortable with getting into their emotions can use a variety of different things they

908
01:18:05.840 --> 01:18:10.800
can be scathing they can be mocking they can laugh you know because they don't want to sit with

909
01:18:10.800 --> 01:18:14.640
the discomfort of this particular part of the conversation that's punking the game in a way

910
01:18:14.640 --> 01:18:19.040
that I think is destructive both externally and internally that was one that was destructive

911
01:18:19.040 --> 01:18:23.360
externally it broke the game but it was constructive internally and it is a way

912
01:18:24.800 --> 01:18:28.880
refusing to play by the rules that somebody else has set in a game that you didn't agree to

913
01:18:29.600 --> 01:18:37.200
is the best prophylactic against stepping into a situation that you do not want and it's one of the

914
01:18:37.200 --> 01:18:43.440
things that wealth affords and it's one of the things that freedom affords and freedom is often

915
01:18:43.440 --> 01:18:46.960
downstream from wealth remember George one of my really good friends been on the show like five

916
01:18:47.120 --> 01:18:50.640
time George Mack you'll follow him on Twitter he's fucking phenomenal he was on Fox and friends

917
01:18:50.640 --> 01:18:54.800
yesterday talking about his cocaine phone and his kale phone like what the fuck what world is this

918
01:18:56.000 --> 01:19:02.080
I remember before the first time that I moved away to work I've been I've traveled a lot

919
01:19:02.080 --> 01:19:08.480
but it was always in between work I never traveled to work COVID happens world gets shut down

920
01:19:09.520 --> 01:19:15.760
just after Halloween Boris tells all of the UK we're going back into lockdown in three days time

921
01:19:15.760 --> 01:19:21.840
and all flights are cancelled so I message George and I was like I'm not doing this I'm I let's

922
01:19:21.840 --> 01:19:28.720
go somewhere he wanted to go to I can't I can't even remember some island that has 300,000 people on

923
01:19:28.720 --> 01:19:35.440
it and I was like why do we do Dubai it's a five hour flight the weather's great I know people it'll

924
01:19:35.440 --> 01:19:43.120
be fun it's not got 300,000 people on it it'll be the zoo but and I'm never fucking forget what he

925
01:19:43.120 --> 01:19:50.640
replied to me with I got up and I paid 350 pounds for my covid fit to fly test before he was awake

926
01:19:50.640 --> 01:19:54.480
but he'd sent me a message the night before and this is what compelled me to do it he said what's

927
01:19:54.480 --> 01:20:01.600
the point in having fuck you freedom if you never say fuck you and I was like I was so fired up

928
01:20:01.600 --> 01:20:06.640
reading that message and I was like yeah why have I put all of this working why have I done all

929
01:20:06.640 --> 01:20:12.640
of these things if I don't ever punk a game that I didn't agree to be a part of I think this is

930
01:20:12.640 --> 01:20:17.840
really big if we go all the way back to the earlier part of this podcast when you have the friends

931
01:20:17.840 --> 01:20:25.600
who are telling you oh um must be nice or you think you're better than us or oh so we can't drink

932
01:20:25.600 --> 01:20:33.200
anymore that's when you can be like yeah then what well then we wouldn't be friends you're not

933
01:20:33.200 --> 01:20:36.480
gonna be friends with them eventually anyways I promise you anyone who says that you're not

934
01:20:36.480 --> 01:20:39.440
gonna be friends with if you want to ultimately become the person you want to become they're only

935
01:20:39.440 --> 01:20:42.240
gonna reject you harder and harder until eventually you have nothing to share about and the only

936
01:20:42.240 --> 01:20:46.560
thing that you'll talk about is the past which by the way one of the great leading indicators of

937
01:20:46.560 --> 01:20:50.560
at least in my opinion of a great way to know when to cut a friend is when they only talk about your

938
01:20:50.560 --> 01:20:56.880
past and so punking the game and it's it's one of those really uncomfortable things the first

939
01:20:56.880 --> 01:21:01.440
time you do it but then you get more and more comfortable with it because they're like I would never

940
01:21:01.440 --> 01:21:10.000
live your life and you're like I know this relates to another one of yours don't trade your self

941
01:21:10.000 --> 01:21:16.240
respect for someone else's it's easy to lose theirs and hard to get yours back yeah but I would

942
01:21:16.240 --> 01:21:23.600
know but you would know yeah uh related to the sort of cynicism thing that we were talking about

943
01:21:23.600 --> 01:21:30.080
earlier and I call it the cynicism safety blanket and sour grapes at an existential level um I had

944
01:21:30.080 --> 01:21:34.800
Sean Puri on the show you know Sean you've been on his you've been on my first million uh he

945
01:21:35.760 --> 01:21:39.600
casually dropped this I don't think this I don't think his episode's going to be out before this

946
01:21:39.600 --> 01:21:46.720
goes um but it's money and he said the cynics get to be right and the optimists get to be rich

947
01:21:48.240 --> 01:21:52.960
and from you I think the winner's mindset sits in the uncomfortable place between two surface

948
01:21:52.960 --> 01:21:58.480
level contradictions extreme paranoia in the present and unshakable faith in the future the tension

949
01:21:58.480 --> 01:22:04.000
between the two makes someone hard to beat today and hard to outlast tomorrow the cynics get to be

950
01:22:04.000 --> 01:22:11.360
right and the optimists get to be rich one of the biggest fallacies of the advice from people who

951
01:22:11.360 --> 01:22:16.320
are in their current situation is that they are right most of the time when you bring a a girl home

952
01:22:17.680 --> 01:22:22.800
99 times out of 100 when your parents say she's not the girl I don't like her she won't last

953
01:22:23.520 --> 01:22:27.600
they're right every single time except for the one time it matters and you end up marrying the

954
01:22:27.600 --> 01:22:32.240
person right like when they say like you're not going to succeed like this idea of yours it's not

955
01:22:32.320 --> 01:22:37.440
gonna last and they're right every single time except for the one time that matters when you

956
01:22:37.440 --> 01:22:43.280
hit it big and so it's one of those things where they are right more times but they are not more right

957
01:22:45.920 --> 01:22:57.520
so good yeah I um I wonder whether it's a function of all of our opinions being permanently etched

958
01:22:57.600 --> 01:23:03.760
in stone on social media that it's very easy to seem smart to have a heterodox idea if you go

959
01:23:03.760 --> 01:23:12.480
against the mainstream because it's romantic oh I I I I had this alternative opinion I had this

960
01:23:12.480 --> 01:23:16.560
negative opinion I'm not I'm not like one of those sheep I'll I'll I'll believe that things are

961
01:23:16.560 --> 01:23:23.520
going to be worse than they are and then if it turns out better guess what I say your expectations

962
01:23:23.520 --> 01:23:29.680
super low congratulations you can thank me later you're like that is distilled down

963
01:23:31.120 --> 01:23:40.080
British culture at its worst yeah is low expectations low expectations delivered through

964
01:23:43.760 --> 01:23:50.160
satirical cynicism yeah why are you doing that that's lame that's for losers that's something

965
01:23:50.160 --> 01:23:54.800
that we wouldn't do you should stop doing the different thing tall puppy you're the one that gets

966
01:23:54.800 --> 01:24:05.600
cut down and it's all that it's like all it it shows to me now is a kind of group think

967
01:24:07.520 --> 01:24:14.240
almost like the worst kind of mental telepathy where everybody believes the most

968
01:24:14.240 --> 01:24:22.400
unuseful thoughts that everybody else he has yeah at scale and all it does is lower the bar

969
01:24:23.440 --> 01:24:31.200
that you need to get up I think it's that that you're right thing which is someone says that's lame

970
01:24:32.160 --> 01:24:38.960
that sucks blah blah and you say like you're right it does you just keep punking the game like when

971
01:24:38.960 --> 01:24:43.120
anyone comes to trying like like they're they're playing a different game than you so you shouldn't

972
01:24:43.200 --> 01:24:47.200
try and play by their rules because they're gonna try and get you to play their game so that they

973
01:24:47.200 --> 01:24:52.080
can beat you at the game which is the status game of that little circle but you're playing a much

974
01:24:52.080 --> 01:24:58.240
wider game that includes more players and so even though locally you have these you're you're

975
01:24:58.240 --> 01:25:02.480
incoming information that you're taking in is disproportionate of people that you're not actually

976
01:25:02.480 --> 01:25:07.760
playing against and so it's basically just noise it's irrelevant because if you look on a long

977
01:25:07.760 --> 01:25:12.000
enough time horizon the likely that you're like I mean again I think about death a lot but

978
01:25:12.960 --> 01:25:20.560
the the idea that when I die people will be dividing up my assets arguing over who gets what

979
01:25:21.120 --> 01:25:25.280
there's gonna be a caterer at my funeral some people won't make it because

980
01:25:27.440 --> 01:25:32.560
something came up and they got busy and then the few people that are there are probably

981
01:25:32.560 --> 01:25:36.560
no one that I have in my life right now and the fact that every single person that I have in my

982
01:25:36.560 --> 01:25:41.440
life might not even make it to the funeral to speak over me while I'm dead it's like

983
01:25:41.440 --> 01:25:45.360
why on earth would I listen to them while I'm alive like they can't even make it to probably the

984
01:25:45.360 --> 01:25:49.920
single most important in you know personal day of someone's life is someone's funeral right the

985
01:25:49.920 --> 01:25:54.320
one time you can pay your last respect and they don't even do that and so it's like why would I

986
01:25:54.320 --> 01:25:58.800
give any weight to what these people are doing when they're not even gonna be there on the day that

987
01:25:58.800 --> 01:26:02.880
matters most and six months later they're not even remember who I was and anybody who's had a

988
01:26:02.880 --> 01:26:07.840
death in their family recently knows that in the moment it's terrible for you and then six months

989
01:26:07.920 --> 01:26:11.440
later life moves on but the thing is is that we just never paint ourselves as a person who dies

990
01:26:12.480 --> 01:26:18.000
but to me that's incredibly free because then it's like if six months after I'm dead no one is

991
01:26:18.000 --> 01:26:22.640
going to say my name no one is gonna remember what I did then no one's gonna then it doesn't matter

992
01:26:22.640 --> 01:26:26.880
what I do today and I think that some people see it as really hopeless but I see it as very hopeful

993
01:26:26.880 --> 01:26:30.720
because it means we have absolute freedom and we can do crazy shit like why have fuck you money

994
01:26:30.720 --> 01:26:37.600
if you can't say fuck you yeah learning isn't a spectator sport it comes from doing which means

995
01:26:37.600 --> 01:26:42.560
if you're not doing the stuff you consume every day you're not learning you're just procrastinating

996
01:26:43.120 --> 01:26:50.880
ooh this is fun all right so I'm gonna define some terms learning let me say this way

997
01:26:54.080 --> 01:27:00.160
intelligence means rate of learning like that's what that's how remember I talk about operationalizing

998
01:27:00.160 --> 01:27:04.320
words so rate of learning is intelligence so then you which means it's a rate not a not a

999
01:27:04.320 --> 01:27:09.920
attribute as an aside which then means you have to define learning learning means same condition

1000
01:27:09.920 --> 01:27:16.080
new behavior so if I hold up a red card and then I slap you and then I'll hope a red card again

1001
01:27:16.080 --> 01:27:22.400
and then you duck you've learned if you wake up every day and life shows you a red card and then

1002
01:27:22.400 --> 01:27:27.120
you don't duck and you don't change then you have learned nothing and so if you go to a weekend

1003
01:27:27.120 --> 01:27:32.080
and you go to a workshop and then the next day you go back and you do the exact same activities

1004
01:27:32.960 --> 01:27:38.080
in the same conditions and you have no new behavior it means you learned nothing it also means

1005
01:27:38.080 --> 01:27:44.400
you're stupid because it means your rate of learning is slow so if someone is intelligent I can show

1006
01:27:44.400 --> 01:27:50.080
them the red card and on the first go they change their behavior and so by defining intelligence

1007
01:27:50.080 --> 01:27:55.600
that way and defining learning that way it allowed me to start thinking well I want to be smart

1008
01:27:55.600 --> 01:28:00.880
and this circumstance had this outcome last time and so the next time I see this circumstance

1009
01:28:00.880 --> 01:28:05.520
this red card I'm going to change my behavior and so when we consume the information that you have

1010
01:28:05.520 --> 01:28:09.760
on this podcast or whatever it is there's probably a circumstance whether it's a conversation that

1011
01:28:09.760 --> 01:28:12.960
you're supposed to have but you're on having it's a decision that you need to make but you're putting

1012
01:28:12.960 --> 01:28:18.640
off that's the red card it comes up again and the question is whether you're going to get slapped

1013
01:28:18.640 --> 01:28:24.080
or you're going to duck and that's whether you know whether you learned or not and every time you

1014
01:28:24.080 --> 01:28:28.560
get shown the red card and you do the same exact thing you just proved yourself that your rate of

1015
01:28:28.560 --> 01:28:33.920
learning is slower and so for me I want to have that evidence that I learned quickly and for me

1016
01:28:33.920 --> 01:28:38.880
that's why like people see me as ruthless as you said because I'm willing to cut relationships

1017
01:28:38.880 --> 01:28:43.280
because if I think that I'm going to eventually cut the relationship then why would I not cut it

1018
01:28:43.280 --> 01:28:47.200
today because I might as well start enjoying the benefits of cutting that relationship as soon as

1019
01:28:47.200 --> 01:28:53.520
humanly possible I like so mosey ladies and gentlemen dude I love you to bits I genuinely need to

1020
01:28:54.320 --> 01:29:00.960
I think the work that you put out the messages that you put out are very very needed and yeah I

1021
01:29:00.960 --> 01:29:08.400
could do this for days we could run this back literally for days and days and days so this is

1022
01:29:08.400 --> 01:29:12.960
going to go out after your big event where should people go to support you to learn more about

1023
01:29:12.960 --> 01:29:17.360
the shit that you do and and what have you got coming up well I've got my my next book 100

1024
01:29:17.360 --> 01:29:21.120
million dollar leads the first book is 100 million dollar offers with the interest of the question

1025
01:29:21.120 --> 01:29:24.720
what should I sell so a lot of people are like what should I sell it tells you step by step

1026
01:29:24.720 --> 01:29:28.160
everything you do like work sheets I have a free course that goes with it you don't even have to

1027
01:29:28.160 --> 01:29:32.640
opt in it's on my site acquisition.com you can just start watching it I think the Kindle for

1028
01:29:32.640 --> 01:29:37.680
offers is a dollar 99 cents like try to make I mean our mission is to make real business education

1029
01:29:37.680 --> 01:29:42.320
accessible for everyone 100 million dollar leads has been six hours a day six a.m. to 12

1030
01:29:42.880 --> 01:29:47.200
12 p.m. every day for the last two years so the first six hours of every day has been dedicated

1031
01:29:47.200 --> 01:29:52.160
to writing that book which is why I have 19 drafts full four full rewrites there's 106 hand-drawn

1032
01:29:52.160 --> 01:29:57.440
images that went in the book that I put in there and I'm going to be releasing it at this event

1033
01:29:57.440 --> 01:30:01.360
that Chris and I were talking about so you're going to be listening to this after that event

1034
01:30:02.160 --> 01:30:06.320
and so you can go on Amazon it'll be available there or you can look at acquisition.com because

1035
01:30:06.320 --> 01:30:12.400
they'll be a course and things that you can go through free materials and that the 100 million dollar

1036
01:30:12.400 --> 01:30:17.760
leads answers the question who do I sell it to and so you need leads right so you're like okay great

1037
01:30:17.760 --> 01:30:22.240
I have the thing I'm going to sell who how do I go get people to find out about it and so a lot

1038
01:30:22.240 --> 01:30:25.120
of the things that I have in the book are defining some of the terms that people hear a lot which is

1039
01:30:25.120 --> 01:30:30.240
like what is the lead what is advertising right advertising is the process of making known and so

1040
01:30:30.240 --> 01:30:33.200
if no one knows about your stuff no one can buy it and so the reverse of that is everyone knows

1041
01:30:33.200 --> 01:30:36.240
about your stuff and that book will show you how to get everyone to know about your stuff and the

1042
01:30:36.240 --> 01:30:40.400
reason I made the event is because I did was because I used every advertising method in the book

1043
01:30:40.400 --> 01:30:44.480
to advertise the book itself so offers was an example of a grand slam offers how do you make

1044
01:30:44.480 --> 01:30:48.720
something so good everyone feels stupid saying no which is the sub headline of the book and so offers

1045
01:30:48.720 --> 01:30:52.240
in and of itself was a grand slam offer which is what I argue that everyone should have it was a

1046
01:30:52.240 --> 01:30:56.240
two dollar book that it comes with a course comes with worksheets all these things and 100 million

1047
01:30:56.240 --> 01:31:01.600
dollar leads the way that I wanted to exemplify and meta show demonstrate that the concepts of the

1048
01:31:01.600 --> 01:31:06.240
book work two day and will work tomorrow and will work in a hundred years is because humans haven't

1049
01:31:06.720 --> 01:31:11.040
changed and so the process of making known remains the same because our hardwiring is the same so you

1050
01:31:11.040 --> 01:31:15.600
don't need to know the Instagram hack because my first ever advertisement was on Facebook and I don't

1051
01:31:15.600 --> 01:31:20.000
do anything on Facebook now and it doesn't matter and as soon as YouTube and podcasts and all those

1052
01:31:20.000 --> 01:31:25.760
things die the principles remain the same despite the platforms changing and so that is what I wrote

1053
01:31:25.760 --> 01:31:29.200
each of these books because I want them to be around in a hundred years and that's why I spent so

1054
01:31:29.200 --> 01:31:35.360
long on them but I'm very proud of the book and I think it's my best work today Alex I appreciate

1055
01:31:35.360 --> 01:31:46.960
you thank you man thank you