WEBVTT 1 00:00:00.000 --> 00:00:03.920 I gave a custom keynote presentation that I made specifically for 2 00:00:03.920 --> 00:00:09.600 Grow With Video Live and it was all around brand and content marketing, which if you've seen lately 3 00:00:10.160 --> 00:00:15.040 Lail and I have accumulated over a million additional followers and under six months using 4 00:00:15.040 --> 00:00:19.360 the contest strategy that I've never revealed before. And the second half of this presentation is 5 00:00:19.360 --> 00:00:24.240 in my opinion I think the best stuff from the presentation because we transition from the tactics 6 00:00:24.240 --> 00:00:32.240 to the strategy from the the doingness to the beingness of building a brand. And I think the real 7 00:00:32.240 --> 00:00:37.760 secret sauce to what is led to the tremendous expansion in our audience in a very short period of 8 00:00:37.760 --> 00:00:41.120 time. And if you're looking to do something like this, I think a lot of people are looking at it 9 00:00:41.120 --> 00:00:46.080 wrong and I think it's really costing them a lot and honestly just backfiring. I want Mosey Nation 10 00:00:46.080 --> 00:00:50.640 to crush it. I want all of us to rise together and build the best businesses in the world and 11 00:00:50.640 --> 00:00:54.400 it starts with the brand and the promises we make and keeping our promises. So enjoy. 12 00:00:55.600 --> 00:00:58.400 Welcome to the game where we talk about how to get more customers, how to make more 13 00:00:58.400 --> 00:01:02.080 customers, how to keep them longer and the many failures and lessons we have learned along the 14 00:01:02.080 --> 00:01:08.720 way. I hope you enjoy and subscribe. So how do I make content from just starting out? Excellent question. 15 00:01:09.440 --> 00:01:16.160 So there's two frame shifts that I think have to occur. Do then talk how I versus how to 16 00:01:16.240 --> 00:01:20.720 and give versus get. All right, so let's start with the first one. So who here hates this? 17 00:01:21.440 --> 00:01:27.520 How to live an amazingly happy life and get everything that you want from somebody who is doing 18 00:01:27.520 --> 00:01:31.680 this part time and is still cutting hair, right? There's nothing wrong with cutting hair, 19 00:01:32.400 --> 00:01:36.000 but it probably wouldn't make you an authority on this matter. Does that make sense? 20 00:01:37.040 --> 00:01:41.600 Some of you are doing this and wondering why it's not working. I mean, my stuff is so much better. 21 00:01:41.600 --> 00:01:46.080 It honestly doesn't matter. It doesn't matter because if I had a thousand people on state like 22 00:01:46.080 --> 00:01:51.280 on my followers and I made the same presentation, you wouldn't give a shit. Like I'm trying like 23 00:01:51.280 --> 00:01:57.360 real, right? And so there's a better way I think. All right, so this is Alex's crazy content creation 24 00:01:57.360 --> 00:02:07.360 model trademark pending. Step one, do shit. Step two, talk about what you just did. I know. 25 00:02:07.360 --> 00:02:12.560 And then do bigger shit. This is a complex model. I know we're getting to. So here's how it looks 26 00:02:12.560 --> 00:02:20.160 in the real world. All right. Hey, here's what I did versus here's what you should do. Feel the 27 00:02:20.160 --> 00:02:25.120 difference. This is what I did for us for you. Awesome. Doesn't work for you. Notice what? 28 00:02:25.840 --> 00:02:30.080 Here's 20 of my clients. This is the stuff that I'm doing with them right now. Rosie was struggling 29 00:02:30.080 --> 00:02:34.880 with some skin condition. We started giving her magic pills and look at her skin now. It's amazing, 30 00:02:34.880 --> 00:02:38.560 right? But like this is what it might not work for you, but this will work for her. This will work 31 00:02:38.560 --> 00:02:43.840 for him. This will work for my clients, right? Not what you should do. As soon as you point out, 32 00:02:44.400 --> 00:02:49.040 people hate you because it sounds like you're preaching. It sounds like you have an ego and I just 33 00:02:49.040 --> 00:02:55.360 don't think people like that. And so I think it's also switching from how to to how I. So how to 34 00:02:55.360 --> 00:03:01.120 build a massive social media following to how I built the following that I have. Feel a difference? 35 00:03:01.680 --> 00:03:07.200 It's really small, but really big in terms of how people interpret your message because it's like 36 00:03:11.440 --> 00:03:16.160 I appreciate it. I think that what happens is when you say it that way, you're like you're 37 00:03:16.160 --> 00:03:21.040 pulling back and saying like, Hey, I hope this serves you in some way. This is like me opening the 38 00:03:21.040 --> 00:03:26.960 kimono. This is stuff that's working right now for me. Whereas the other way you're at the pulpit 39 00:03:26.960 --> 00:03:31.440 commanding giving demands and commanding people and I just don't think people like that. 40 00:03:31.440 --> 00:03:34.960 I mean, how many people their entire Instagram theme is people shaking their finger at you? 41 00:03:34.960 --> 00:03:39.840 It sucks. I hate it. And so I think it's really speaking on your truths rather than claiming to know 42 00:03:39.840 --> 00:03:45.040 the truth. There's a point I probably make later, but I'll bring it up now. Is that everyone is 43 00:03:45.040 --> 00:03:51.920 unquestionably an expert on your own life. No one can question that. If I say I had oatmeal for 44 00:03:51.920 --> 00:03:57.040 breakfast this morning, I am unfocking touchable. You know, it's me that's kind of lame, but from 45 00:03:57.040 --> 00:04:00.880 the from a factual tip, like no one can challenge me on that. Like, this is what I eat every day. 46 00:04:00.880 --> 00:04:09.760 No one's going to be like, fuck you Alex. Harming the planet. They're not going to say that because 47 00:04:09.760 --> 00:04:14.480 like, that's real. That's true. No one can touch that. Right. But as soon as I say you should have 48 00:04:14.480 --> 00:04:22.000 oatmeal for breakfast, fuck you. Right. It's this big of a difference, but it makes all the 49 00:04:22.000 --> 00:04:27.120 impacts in the world in terms of how people receive the message. So question, who here makes the 50 00:04:27.120 --> 00:04:32.240 content because they want to become famous and feel good about themselves? Who here's making 51 00:04:32.240 --> 00:04:36.640 stuff because they want it to be received and help the audience. Right. And so the thing is, 52 00:04:36.640 --> 00:04:42.080 is you have to feed them and not you. And I think if you can make that shift, I think in my opinion, 53 00:04:42.080 --> 00:04:46.800 it will be more effective. And so if you look at the biggest influencers in the business space, 54 00:04:46.800 --> 00:04:50.560 because this is the base that I'm kind of in, you look at these guys. I mean, shoot, 55 00:04:50.560 --> 00:04:55.600 half these guys you're talking here. So congrats to the event. It's awesome. I'm very honored to 56 00:04:55.600 --> 00:05:01.680 be on stage with them. So that's the ACCCM at work, the Alex crazy content creation method at work, 57 00:05:01.680 --> 00:05:08.320 by the way. Do shit. Talk about the shit you did. Which one of these guys made money from their 58 00:05:08.320 --> 00:05:14.720 social media following? Made the money they have from the social media following. Right. And so how 59 00:05:14.720 --> 00:05:20.640 many of these people needed the followers? None. Right. People like, I want to be the next this. 60 00:05:20.640 --> 00:05:25.760 It's like, if you want to be the next that, then you got to walk that walk. Right. And so you probably 61 00:05:25.760 --> 00:05:31.120 won't be respected as an authority on business until you've achieved mega success. The same 62 00:05:31.120 --> 00:05:35.680 reason you look at your competitors like that guy sucks. It's like they're looking at you. Right. 63 00:05:36.640 --> 00:05:41.600 And it's because why should I listen to you? And so here's the good news because you're like, well, 64 00:05:41.600 --> 00:05:46.400 shit Alex, what do I talk about? Here's the good news. You can become a niche specific authority. 65 00:05:46.400 --> 00:05:51.360 So rather than going like, here's how to live an amazing life. Right. That's like you've got to be 66 00:05:51.360 --> 00:05:57.200 Jesus. Jesus can do that. Jesus can do that. Jesus can do that. Right. So you got to go from here to like, 67 00:05:58.400 --> 00:06:03.840 I'm really good at helping people build ATM businesses. I'm really good at how people flip houses 68 00:06:03.840 --> 00:06:08.880 and phoenix. Right. Because in that little ocean, that little pond, you can be king. Because you've 69 00:06:08.880 --> 00:06:12.960 got to compete against 20 guys. You got to walk the talk. Right. You got to do what you're doing. 70 00:06:12.960 --> 00:06:16.800 You're talking what you're doing. That's it. But you can win in that little pond. And I'll show you 71 00:06:16.800 --> 00:06:22.000 how to scale from there in a second. But you can do that. Right. And so this is me when I started. 72 00:06:23.120 --> 00:06:29.040 So I had a couple of powerlifting records and I liked working out. And so the stuff that I did 73 00:06:29.040 --> 00:06:33.680 then was about what I was doing then. And so you can't read it. But it says how to get rid of 74 00:06:33.680 --> 00:06:38.720 stubborn fat on your arms and stomach. That's the content I was making that. And who was it 75 00:06:38.720 --> 00:06:44.720 revolving for? Just the members of my gym. But that was my way of adding value and already had a 76 00:06:44.720 --> 00:06:48.800 rapport with them. So they're like, if I'm going to learn about this identical topic from a hundred 77 00:06:48.800 --> 00:06:53.120 different people, I just rather learn about it from you because I like you. And I had values based 78 00:06:53.120 --> 00:06:59.520 rapport, not expertise like I had general expertise because I looked the way I looked. But beyond that, 79 00:06:59.520 --> 00:07:03.200 I'd have a PhD. It's not like I did a ton of research. I read the same articles and just tried to 80 00:07:03.200 --> 00:07:08.960 make it entertaining. That was it. And I didn't become mega famous for that. But this made me money. 81 00:07:08.960 --> 00:07:13.520 This made me enough money to grow the company that I had at the time. And so from there, I 82 00:07:13.520 --> 00:07:18.320 leveraged that to grow my first gym and then the gyms after that. Right. And then from there, 83 00:07:18.320 --> 00:07:23.440 once the gyms grew, I started making content about how to grow gyms. Why? Because I fucking knew how 84 00:07:23.440 --> 00:07:28.320 to grow gyms. I wasn't like how to scale your SaaS company. You know, I mean, like how to reach a 85 00:07:28.320 --> 00:07:33.120 billion dollar valuation. Like I thought I was like, I don't know, but this is what work for my gyms. 86 00:07:34.000 --> 00:07:38.080 And people are like, dude, this stuff works. I'm like, I know, because I'm doing it. I did this 87 00:07:38.080 --> 00:07:42.400 how I do it. Like I know it works. This is how I do it. Of course it where I'm doing it. Here's 88 00:07:42.400 --> 00:07:47.760 what's fucking crazy. So many people are talking about shit and teaching stuff that A, they have never 89 00:07:47.760 --> 00:07:52.240 done. And B, they are repurposing someone else's content and making a shittier version of it. 90 00:07:55.120 --> 00:07:56.080 Some of them are you. 91 00:08:02.480 --> 00:08:07.040 And that's the thing is is like when you start talking the theoretical and trying to teach something, 92 00:08:08.240 --> 00:08:14.640 it's how to rather than how I. So if you do the thing, when you just talk about what you just did, 93 00:08:14.640 --> 00:08:20.240 now later on, I think it's the capture capture. Don't create documents. Don't create content. 94 00:08:20.240 --> 00:08:25.120 But I understand that that takes resources. Like it takes money to get people around you to, 95 00:08:25.120 --> 00:08:29.120 you know, document your life and all that kind of stuff like that. That's expensive. But I think 96 00:08:29.120 --> 00:08:34.160 just even doing recaps of like this is the stuff that's working right now for us in this context. 97 00:08:34.720 --> 00:08:38.000 People are like, thanks. You didn't have to do that. Thanks for sharing that stuff that's 98 00:08:38.000 --> 00:08:45.360 working for you rather than how to. And no, if you do it that way, you will not gain a mega following 99 00:08:46.160 --> 00:08:52.160 at first, but you will accomplish it, which will save you on the path for you to be broader later. 100 00:08:52.720 --> 00:08:57.760 So the Jim Secrets podcast became the game that I published from the Jim Launch Secrets book, 101 00:08:57.760 --> 00:09:02.560 which is how to build a profitable gym to a hundred million dollar offers book. And the difference 102 00:09:02.560 --> 00:09:06.160 in scale was pretty tremendous. That's my Jim Launch Secrets book, but I still think it's a phenomenal 103 00:09:06.160 --> 00:09:10.080 book, by the way, um, to that book. And that book's done that in less than a year and that other 104 00:09:10.080 --> 00:09:18.080 book's been out like four years. And so it's not bad. It's just sequence. People try and go out 105 00:09:18.080 --> 00:09:22.720 of sequence. They try and say like, why am I not telling you why can't I'm doing everything Tom 106 00:09:22.720 --> 00:09:32.640 Bill is doing except for building quest. Oops. That's why what he says is relevant. Right. 107 00:09:33.600 --> 00:09:38.880 Like, you know what I mean? Because the thing is it's like, we want everybody here. Most people 108 00:09:38.880 --> 00:09:44.160 seek truth. Would you say if you were like, raise your hand if you seek truth. Okay. So the easiest 109 00:09:44.160 --> 00:09:49.120 shortcut for the brain to seek truth is to look at someone who's the most extreme version and then 110 00:09:49.120 --> 00:09:54.160 say, okay, I don't have to apply a lot of decision making filtering here because now I can just 111 00:09:54.160 --> 00:10:00.160 absorb this because I can just take this as fact. Because if Warren Buffett says this is how I should 112 00:10:00.160 --> 00:10:07.200 invest, I feel okay about that source. Even if he's like, save your money, spend less than your 113 00:10:08.080 --> 00:10:13.600 dollar cost average of the S&P and don't buy gold, right? Like he says that stuff and you're like, 114 00:10:13.600 --> 00:10:19.520 okay, now the state home teacher who's been saving all of her money could say the exact same thing, 115 00:10:19.520 --> 00:10:22.480 but she just forgot to build Berkshire Hathaway. 116 00:10:22.800 --> 00:10:30.800 And so the thing is is that, and I'm actually very against the whole confidence mantra of like, 117 00:10:30.800 --> 00:10:37.040 people being like, you gotta believe in yourself. You gotta, you have to do things so that you have 118 00:10:37.040 --> 00:10:48.320 evidence that you can support why you are good. You guys are great. And this is like my favorite 119 00:10:48.320 --> 00:10:52.560 line from the Matrix. It's I think in the second or third, I can't remember which one I was, 120 00:10:52.560 --> 00:10:58.320 but Morpheus is up there and he's like, I feel truthfully unafraid, not because of the path 121 00:10:58.320 --> 00:11:03.600 the lies before me, because the path the lies behind me. I think it gives a lot of spiritual strength 122 00:11:04.640 --> 00:11:10.160 that because I got asked on the interview, they're like, how are you so certain? I was like, you 123 00:11:10.160 --> 00:11:15.440 talk about these things like with so much certainty. I was like, well, that's just how I've done it. 124 00:11:16.080 --> 00:11:21.680 And it's that depth of experience and knowledge that like no one can question that we built those 125 00:11:21.680 --> 00:11:27.600 things. That's truth. Those are the real numbers. And so as long as you're not fudging your numbers, 126 00:11:27.600 --> 00:11:32.320 right? And you just say like, this is what it is, then of course you're fucking certain, 127 00:11:33.200 --> 00:11:38.960 right? Because I think confidence is self-delusion. It's trying to make up for what you don't have 128 00:11:38.960 --> 00:11:44.400 evidence for. And I think it's a much easier practice to stop pretending and start doing the stuff 129 00:11:44.400 --> 00:11:49.760 that you should be certain about. And then you don't have to have bravado. You can get up, 130 00:11:49.760 --> 00:11:56.000 like you can walk on stage and people are like, that guy built the biggest king and water empire 131 00:11:56.000 --> 00:12:01.440 out there, everybody coins in the front. And he built that. He doesn't have to have confidence for 132 00:12:01.440 --> 00:12:06.080 people to listen to him. They will want to listen to everything that he says if that is what they want 133 00:12:06.080 --> 00:12:10.720 to do. Because they'll just go to the person that's done the thing that they want to do so that they 134 00:12:10.720 --> 00:12:14.480 don't have to apply a lot of effort in thinking. And they can just say, I'll do everything this 135 00:12:14.480 --> 00:12:20.640 person says, right? Most people cannot separate information from source. So what we do is we just 136 00:12:20.640 --> 00:12:26.480 seek out good sources. I think wisdom is built from separating information from source. A fool can 137 00:12:26.480 --> 00:12:33.520 give you a very wise piece of wisdom or information or a lesson. But it's much harder to do that. 138 00:12:35.600 --> 00:12:40.000 Real quick guys, if you can think about how you found this podcast, somebody probably tweeted it, 139 00:12:40.000 --> 00:12:44.640 told you about it, shared it on Instagram or something like that. The only way this grows is 140 00:12:44.640 --> 00:12:48.800 through word of mouth. And so I don't run ads. I don't do sponsorships. I don't sell anything. 141 00:12:48.800 --> 00:12:52.960 My only ask is that you continue to pay it forward to whoever showed you or however you found out 142 00:12:52.960 --> 00:12:57.840 about this podcast that you do the exact same thing. So if it was a review, if it was a post, if you 143 00:12:57.840 --> 00:13:00.400 do that, it would mean the world to me and you'll throw some good karma out there for another 144 00:13:00.400 --> 00:13:06.560 entrepreneur. The shorthand for most of us is just go to somebody who's an absolute authority 145 00:13:06.560 --> 00:13:10.800 in this thing that has unquestionably a reason that I should listen to them and then just listen to 146 00:13:10.800 --> 00:13:15.760 them. The downfall of that is that you start taking stock advice from your hairdresser. I'm not 147 00:13:15.760 --> 00:13:20.000 bashing hairdressers right now. There's just top of mind. And so you're like, I trust you. 148 00:13:21.280 --> 00:13:25.200 What else you got? And then they start talking about things that are not their expertise and then 149 00:13:25.200 --> 00:13:29.120 that's when you get in trouble. And so the same degree, if you probably have an audience that's 150 00:13:29.120 --> 00:13:33.600 asking you questions, right? Anybody have an audience to ask some questions? Raise your hand. Okay. 151 00:13:34.000 --> 00:13:38.720 If someone asks you a question that is not something that you have authority on, I think you gain 152 00:13:38.720 --> 00:13:43.760 more authority by saying, I don't have authority to speak on that. And then you gain more respect 153 00:13:43.760 --> 00:13:49.360 because this is what happens. Damaging admissions are the single greatest thing to build trust. 154 00:13:50.560 --> 00:13:58.080 If I say I suck at marriage advice, I suck at giving happiness advice, I suck at whatever, 155 00:13:58.640 --> 00:14:03.120 but I'm really good at making high returns in the stock market. How much more believable 156 00:14:03.280 --> 00:14:09.120 that is that? Then I make really good returns in the stock market and I'm really good at marriage 157 00:14:09.120 --> 00:14:16.000 and I'm real and and and when you admit your deficits, whatever comes after the admission 158 00:14:16.000 --> 00:14:21.840 of guilt or the admission of deficiency is believed more. So if I say, hey, I really suck at a lot 159 00:14:21.840 --> 00:14:26.640 of things, but you're going to believe what I say right here. That's a sense of structure for 160 00:14:26.640 --> 00:14:32.320 persuasion. And you can use that in all of the content that you have forever. It's also great for 161 00:14:32.320 --> 00:14:37.920 negotiating. And so anyways, I say all this to say it's the path that lies behind you, not the 162 00:14:37.920 --> 00:14:41.920 path that lies in front of you that will give you the certainty that you want to gain the influence 163 00:14:41.920 --> 00:14:48.720 you desire. And so my evolution for me was fitness first. And I just talked about this is what's 164 00:14:48.720 --> 00:14:52.880 worked for me. People are like, Alex, how do you eat twizzlers and cookies all day and have a six pack? 165 00:14:52.880 --> 00:15:02.480 And I'm like, a genetics, b, I live at a gym and see I eat this way, right? And be real like, 166 00:15:02.480 --> 00:15:06.320 oh, so I can have cookies too and have a six pack. And I was like, guess, and that was relevant for 167 00:15:06.320 --> 00:15:10.560 me. Some people are like super vegan superstars. Awesome. And they're going to talk what was relevant 168 00:15:10.560 --> 00:15:15.680 for them. And the people who follow will be like, that's I vibe with that. Cool, right? And so I'm 169 00:15:15.680 --> 00:15:19.440 not going to be the best nutrition expert in the world. But in terms of like my little little 170 00:15:19.520 --> 00:15:24.240 five-dom, I can rule that, right? And then I moved up because I started doing well there and people 171 00:15:24.240 --> 00:15:28.720 started asking me, hey, how are you growing your gym? I was like, well, this is how I grew my gym. 172 00:15:29.440 --> 00:15:32.720 We were like, what about business in general? I'm like, I don't know. I'm never in an e-commerce 173 00:15:32.720 --> 00:15:35.200 business. I don't know about manufacturing. I don't know about software. I don't know many of 174 00:15:35.200 --> 00:15:40.960 that stuff. But I know how to grow gym. So that's only talks about that. And the amount of people 175 00:15:40.960 --> 00:15:48.240 that that was relevant for this many. But for that audience, fucking everything, right? 176 00:15:49.200 --> 00:15:56.240 I mean, and just for context here, there are riches and niches. Like that company made a lot of 177 00:15:56.240 --> 00:16:02.080 money. Just saying, like it made a lot of money and it didn't make me famous at all. And so again, 178 00:16:02.080 --> 00:16:05.040 the question is, do you want to be rich? Do you want to be famous? Are you trying to serve you? 179 00:16:05.040 --> 00:16:09.360 You're trying to serve the audience. And then the last one is like, now we've been able to leverage 180 00:16:09.360 --> 00:16:13.200 that initial success to build an e-commerce brand, to build a software brand, to sell those. 181 00:16:13.200 --> 00:16:17.440 And then now we have a portfolio. And so now, because we have businesses that span a lot of 182 00:16:17.440 --> 00:16:21.920 scenarios, I can say, these are the frameworks that we used to build all of them. I hope this 183 00:16:21.920 --> 00:16:27.680 serves you. And then people can take that. And as anybody used any of the frameworks that we've 184 00:16:27.680 --> 00:16:31.520 used for mosing nation, anybody who's been there, if anybody used this framework to make more money, 185 00:16:31.520 --> 00:16:40.480 one person, oh, probably not. So a big part of that is that you just get better over time. 186 00:16:41.280 --> 00:16:45.760 And so I said this quote and it got shared a lot. It's like, you're not making as much money as you 187 00:16:45.760 --> 00:16:49.280 want because you're not as good as you think you are. I'm just being real. Like, I don't know, 188 00:16:49.280 --> 00:16:54.160 I could have done like the, here's my 17,000 content model. You know what I mean? But like, the real 189 00:16:54.160 --> 00:17:01.280 shit is that you're probably not that good yet. Come on. And that's okay. Like the only person beating 190 00:17:01.280 --> 00:17:07.360 you up is you. And so the only way to get better is volume. And the only way to get even better 191 00:17:07.360 --> 00:17:11.600 than volume is volume times time. Because volume, you can write this down. I don't have this in 192 00:17:11.600 --> 00:17:18.480 the presentation. But this is like the equation of life. Volume or at least business volume times 193 00:17:18.480 --> 00:17:25.360 time equals skill. You got to do it a lot of times for a long period of time. And you will get 194 00:17:25.360 --> 00:17:31.520 better. That is promise. You will, if you suck today, you will suck less tomorrow. And eventually, 195 00:17:31.520 --> 00:17:36.960 one day you will look up and suck so little that you will actually be good. And then people will 196 00:17:37.040 --> 00:17:43.440 ask you, how did you become an overnight success? And then instead of saying, here's how you cold call, 197 00:17:43.440 --> 00:17:49.840 you say, here's how I did it. I hope this serves you. Right? And you can build that trust that way. 198 00:17:51.600 --> 00:17:55.680 Great Alex. So how do I make money if I'm just starting out? Fantastic. All right, 199 00:17:55.680 --> 00:18:01.520 cold. Geez. Always about the money. I'm kidding. Cold is awesome. So here are a couple of observations 200 00:18:01.600 --> 00:18:07.440 here. Give away the secrets. Sell the implementation. All right. If you want to build an enterprise 201 00:18:07.440 --> 00:18:12.000 that is valuable, this is how you do it. You can sell info. There's nothing wrong with that. 202 00:18:12.000 --> 00:18:17.280 But if you want to build a brand, give away the secrets. Sell the implementation. All right. 203 00:18:18.000 --> 00:18:22.000 Because people are like, you can give the whole farm away. People still won't do it. One percent of 204 00:18:22.000 --> 00:18:27.440 people will do it. My business model relies on the one percent who do it. I mean, so like I bank 205 00:18:27.440 --> 00:18:32.160 on that, but only one percent are going to do it. So most people need help. Most people need 206 00:18:32.160 --> 00:18:35.920 encouragement. Most people need accountability. Most people need somebody who's going to act as 207 00:18:35.920 --> 00:18:41.680 their virtual Google because they don't want to type it in. It's true, right? And so one of the 208 00:18:41.680 --> 00:18:45.280 side notes that I have here is that if you're not afraid of what you're giving away, that you're 209 00:18:45.280 --> 00:18:52.000 giving away too much, you're not giving away enough. And so every time I've written a book or I've 210 00:18:52.000 --> 00:18:58.160 made like a presentation that ends up going live, I always think to myself like, oh God, 211 00:18:58.160 --> 00:19:03.040 I'm sharing everything. What will they do? They won't need me anymore because I give them this 212 00:19:03.040 --> 00:19:06.960 information. They can, they don't, they'll just keep living their lives and I will become obscure 213 00:19:06.960 --> 00:19:11.680 and nothing and I will, and I will die, right? That is what it feels. I mean, you could 214 00:19:11.840 --> 00:19:19.120 have been in the past. But that's real, right? It's the, it's the opposite though, right? And there's 215 00:19:19.120 --> 00:19:24.160 so many things I feel like that I, that I've at least realized for me is a lot of things are the 216 00:19:24.160 --> 00:19:29.520 opposite way you expect. It's like you only gain your life by giving it. Like you only get trust 217 00:19:29.520 --> 00:19:37.040 from others by trusting first. You only get value back by giving value first. And so if you're 218 00:19:37.040 --> 00:19:42.160 afraid of giving away all the secrets that you have, I promise you, if you make content that does 219 00:19:42.160 --> 00:19:48.320 not contain the secrets, 99% of people who are the people who are never going to pay you anyways, 99% 220 00:19:48.320 --> 00:19:54.560 of people will just think you suck because you give nothing. So you just make fluff because you're 221 00:19:54.560 --> 00:20:00.000 so afraid of giving good stuff away. The thing that most people consume is they make one, they consume 222 00:20:00.000 --> 00:20:03.840 one video and they make a judgment and say, I will never consume a video from this person again, 223 00:20:03.840 --> 00:20:09.680 what a waste of time. And so like my big fear with every piece of content is I would rather make 224 00:20:09.680 --> 00:20:15.200 fewer pieces of content because I'm so afraid of somebody taking 20 minutes to consume something 225 00:20:15.200 --> 00:20:20.800 after watching a bunch of my stuff, watching that one and not actively deciding to stop watching, 226 00:20:20.800 --> 00:20:26.400 but just, just don't get enough for the time that they're like, I'll just watch something else. 227 00:20:26.400 --> 00:20:33.040 They don't say like, ah, fuck Alex, they just pivot a little bit and slowly you fade away. And so 228 00:20:33.040 --> 00:20:40.640 I would rather have quality over quantity, but quality quantity beats just, just quality, right? 229 00:20:40.640 --> 00:20:45.760 But I would personally, this is me, I would personally prefer to have better stuff and give away 230 00:20:45.760 --> 00:20:50.720 as many secrets as I possibly can to get people to start taking steps towards you. Because what also 231 00:20:50.720 --> 00:20:55.520 happens is if someone goes and uses stuff from the YouTube channel and grows from a million dollars 232 00:20:55.520 --> 00:20:58.960 a year to three million dollars a year or five million dollars a year, they don't have questions on 233 00:20:59.040 --> 00:21:03.280 whether or not we can provide value because we already have, right? And then it makes the sales 234 00:21:03.280 --> 00:21:07.440 process dramatically easier because you say, well, brought you here today and they're like, well, 235 00:21:07.440 --> 00:21:11.280 you made me two million dollars a year. I love you. And you're like, awesome. Want to get to 10? 236 00:21:11.280 --> 00:21:16.080 And they're like, sure. Like, how do I know it's going to work? Because it already has. 237 00:21:17.840 --> 00:21:21.440 And you can take that as a totally different, totally different frame for the sale, okay? 238 00:21:22.160 --> 00:21:27.520 And so make your free materials better than everyone else's paid materials. I heard this from Tony 239 00:21:27.520 --> 00:21:33.760 Robbins and I think it's really true. But I think the real real is that most of your stuff is not 240 00:21:33.760 --> 00:21:40.960 better than their paid stuff. And so that's why it doesn't work. And so talk about you really know, 241 00:21:40.960 --> 00:21:45.760 which is your specialty, which is your individual thing that you have experienced that no one can 242 00:21:45.760 --> 00:21:52.720 challenge your truth, all right? And so finally, you want to play games where if you wait, you win. 243 00:21:53.600 --> 00:21:58.160 Because goodwill compounds faster than money because the longer you can delay the ask, 244 00:21:58.160 --> 00:22:02.720 the bigger the ask can be, the longer the runway, the bigger the plane that can take off of it. 245 00:22:03.680 --> 00:22:08.160 And so I promise you, and this is again, gigantic Himalayan grain of salt, 246 00:22:10.000 --> 00:22:15.200 with the limited experience that I have doing organic because I've only done direct jugular 247 00:22:15.200 --> 00:22:22.160 paid ads, cold calling, you know, affiliate stuff, straight pitching. I've only done that. 248 00:22:22.720 --> 00:22:27.200 But I can say that this brand is very special to me because I enjoy we're building. And I'm in 249 00:22:27.200 --> 00:22:34.560 no rush to do it. And you have time. And so the longer you can wait and keep walking with people, 250 00:22:35.200 --> 00:22:40.080 the longer the compounding works in your favor, like it's no coincidence that the biggest 251 00:22:40.080 --> 00:22:46.640 people in the business space don't need anything from their audiences. Right? Because I think that 252 00:22:46.640 --> 00:22:51.440 that compounding process gets interrupted when you do a hard pitch. That's my opinion. I could 253 00:22:51.440 --> 00:22:58.560 be wrong. That's my opinion. And so the idea is how can we, how can we sell without selling? 254 00:22:59.120 --> 00:23:05.360 Right? And I think in that way, the compounding will happen faster than the revenue would have otherwise 255 00:23:05.360 --> 00:23:10.800 increased if you started trying to make the money fast. And so the longer you can delay that, 256 00:23:10.800 --> 00:23:14.560 the better it's going to be. And then you can understand why all these guys play the infinite 257 00:23:14.560 --> 00:23:18.560 game of never even wanting to do that right hook. Because it's like, but next year, I'm going to have 258 00:23:18.560 --> 00:23:22.880 five times the audience. And then a year later, they're like, but next year, I'm going to have five 259 00:23:22.880 --> 00:23:28.320 times the audience, right? Because as soon as you shoot your shot, you dramatically decrease the 260 00:23:28.320 --> 00:23:32.880 goodwill. And so I think that I've at least adapted. And this is maybe just a different way of 261 00:23:32.880 --> 00:23:38.960 saying it. I know Gary's got jab, jab, jab, right hook. Just a personal observation that I've had 262 00:23:38.960 --> 00:23:47.280 is that you can go give, give, give, give, give, give, get. You don't even have to ask. People 263 00:23:47.280 --> 00:23:52.160 just start handing things to you. Because if you deposit enough goodwill in there, it just starts 264 00:23:52.160 --> 00:23:55.280 coming back. And I know that sounds crazy. But like the amount of people that DM you're like, 265 00:23:55.280 --> 00:24:00.320 hey, man, can I give you 10 grand for 10 minutes? And I'm like, no, I don't do that. It's like, 266 00:24:00.320 --> 00:24:05.360 I'm about 20 grand. Like, no, I don't do that. The amount of time people inbound and they're like, 267 00:24:05.360 --> 00:24:11.040 hey, can I have you on my podcast? Can I have you on my stage? Can I, all these things are happening 268 00:24:11.040 --> 00:24:16.160 because you're not asking for anything? And it makes people feel uncomfortable. It makes people feel 269 00:24:16.160 --> 00:24:20.240 really uncomfortable. They're like, how can I buy something from you? And you're like, you can't, 270 00:24:24.400 --> 00:24:28.880 and I'm like, use the shit, get to three million, then we can barter, right? But that's it. You 271 00:24:28.880 --> 00:24:32.880 know, I mean, there's nothing else. And so I think that if we can make that pivot and have that 272 00:24:32.880 --> 00:24:38.880 patience, but like for thick and really big picture, the reason most people are successful is they 273 00:24:38.880 --> 00:24:43.120 just can't fucking control themselves. Like that's it. It's impulse control. And so there's three 274 00:24:43.120 --> 00:24:46.880 things they did this research study that said that ultra successful people have three common 275 00:24:46.880 --> 00:24:51.440 traits. Number one is they have a superiority complex. They think they're better than everybody. 276 00:24:51.440 --> 00:24:57.280 They think they they can do bigger things. Second is that they are they have crippling insecurity 277 00:24:57.280 --> 00:25:03.600 of not being enough. I like downhits me. And then the third one is impulse control. So it's 278 00:25:03.600 --> 00:25:09.120 they know where they want to go. They have a way, they have a way drive to not be a failure. And 279 00:25:09.120 --> 00:25:13.840 they stay focused on it because of impulse control. And so the idea here is if we can do that, 280 00:25:14.720 --> 00:25:17.760 we will be more successful. And the reason that most people don't make money is because they can't 281 00:25:17.760 --> 00:25:23.040 wait 12 months. Like I have this 18 year old who is my neighbor. And I said, I'm going to have 282 00:25:23.040 --> 00:25:27.920 you sign a contract that says, I want to be a millionaire. I was like, you got to wait five years. 283 00:25:28.800 --> 00:25:32.080 And you can't make any money between down that. Would you do it? It's like, yeah, I would do it. 284 00:25:33.040 --> 00:25:36.640 Every single person can do that. I guarantee if you delayed your ask for five years, 285 00:25:36.640 --> 00:25:39.840 you used to provide a value to people for five years. You have a bigger fucking audience 286 00:25:39.840 --> 00:25:43.200 than you would to do it. And you'd be a millionaire in five years. It probably happened a lot 287 00:25:43.200 --> 00:25:47.200 of fashion. But if you committed to doing it for five years, you would. But guess what? No one's 288 00:25:47.200 --> 00:25:51.680 going to do it. And that's why most people are successful. And so like we come to these events and 289 00:25:51.680 --> 00:25:55.600 you have the models and all the stuff, right? But people still eat cookies when they're trying to 290 00:25:55.600 --> 00:26:05.360 lose weight. And so it's a concept of local versus global, which is there's a local benefit 291 00:26:05.360 --> 00:26:09.680 to eating cookies. You feel better, whatever. The global benefit goes down, though, because you 292 00:26:09.680 --> 00:26:13.520 don't get the six pack you want. If that's the goal in your cat counting macros, you get the idea, 293 00:26:13.520 --> 00:26:20.880 right? And so most people cannot sacrifice local benefit for global. The sales guys don't want to 294 00:26:20.880 --> 00:26:27.040 put the notes in the CRM, even though that benefits the entire organization, because it's a local 295 00:26:27.040 --> 00:26:32.480 cost, right? And so as a side note for operations for a business, operations are supposed to bring 296 00:26:32.480 --> 00:26:37.040 global benefit in access of the local cost. And so when we're trying to achieve the things that 297 00:26:37.040 --> 00:26:42.960 you're trying to do, right? The local benefit is just make the ask fast. The global benefit is the 298 00:26:42.960 --> 00:26:46.560 longer you can weight, the bigger it can be. And so for me, I'm like, why not wait as long as 299 00:26:46.560 --> 00:26:53.040 you're really possible? So I'll wrap this up. Speak from strength, share your experiences to add 300 00:26:53.040 --> 00:26:57.280 to the body of knowledge. The problem with a lot of the social media stuff and books that are out 301 00:26:57.360 --> 00:27:03.840 there now is that the the barrier to entry in terms of what it takes to publish content is so low, 302 00:27:03.840 --> 00:27:09.680 it's almost not visible, right? So low. And so everybody can produce content. Back in the day, 303 00:27:09.680 --> 00:27:13.520 the only way you produce content was like after 30 years of being a research, you're like, this is 304 00:27:13.520 --> 00:27:18.080 my entire life's work in one book so I can add to the body of knowledge. People were like, wow, 305 00:27:18.080 --> 00:27:24.000 thank you for that. And that's how that's how content was made, right? And if you wanted to do a 306 00:27:24.000 --> 00:27:28.880 direct, you know, a marketing piece, you had to edit it and put it on a piece of paper and 307 00:27:28.880 --> 00:27:32.720 look at it every single way and know that you're going to pay 50 cents for every single person 308 00:27:32.720 --> 00:27:36.960 is going to receive it and you're going to be damn sure it's beautiful. But it's so easy now 309 00:27:37.600 --> 00:27:44.880 to publish that most stuff is shit. Most stuff sucks and is a world total waste of time. So just try 310 00:27:44.880 --> 00:27:47.840 and talk about the stuff that's not a waste of time that you actually know. So you can add to 311 00:27:47.840 --> 00:27:51.840 the body of knowledge. If you say, hey, this is what I did, consider yourself a mini researcher. 312 00:27:52.560 --> 00:27:56.240 Like these are the experiments I ran in my business. These are the experiments I ran in my weight 313 00:27:56.240 --> 00:28:00.320 loss clinic. These are the experiments I ran in my plumbing business. Just talk about the experience 314 00:28:00.320 --> 00:28:05.280 because no one can question that. Second is that teaching on principles is difficult until you've 315 00:28:05.280 --> 00:28:09.040 achieved a material amount in the field because there are others who will teach it with more depth 316 00:28:09.040 --> 00:28:13.520 of experience. It's very difficult to teach business unless you're very successful business 317 00:28:13.520 --> 00:28:17.840 because there's just another person who someone will listen to more, right? But no one can question 318 00:28:17.920 --> 00:28:23.040 what you have done. And if you have done nothing, then do something first and then talk about it. 319 00:28:23.040 --> 00:28:26.880 Because not everyone is an expert on everything, but you are unquestionably an expert on your own life. 320 00:28:26.880 --> 00:28:36.000 So you can share it. All right, and then wait 10 years.