WEBVTT 1 00:00:00.000 --> 00:00:05.440 You just spent two years of your life dedicated to this book and Google launch out of the water, so what now? 2 00:00:10.000 --> 00:00:13.920 Today we're going to be going to four different podcasts to talk about what's next 3 00:00:13.920 --> 00:00:16.160 for the brand and beyond. Thank you. 4 00:00:19.040 --> 00:00:21.680 Can I have a piece of gum? Oh, it's your last one. I'm not going to do that too. 5 00:00:22.320 --> 00:00:26.720 No, no, I will never take a man's last piece of gum. No, it's crude and unusual. 6 00:00:26.720 --> 00:00:30.960 Thank you. Hello. The last piece is always a holy piece. I would have done this with them. 7 00:00:30.960 --> 00:00:31.920 I don't like this. What did it? 8 00:00:33.920 --> 00:00:34.720 Lady in the trim stop. 9 00:00:36.160 --> 00:00:38.640 I'm in. That's wrong. Your wedding ring is rubber. 10 00:00:38.640 --> 00:00:42.480 Yeah, the other ring is like you'd get a little tight while I was sleeping and I would end up 11 00:00:42.480 --> 00:00:44.880 taking it off while I'm asleep and I'd be like, where is it? 12 00:00:44.880 --> 00:00:49.200 Mark, you are ridiculously good at writing instruction manuals for how to make money, 13 00:00:49.200 --> 00:00:52.720 but if people don't know how to think and they've got a life structure that doesn't make any sense 14 00:00:52.720 --> 00:00:58.160 in their wasting time on the social media or even just a friend group that is going nowhere fast. 15 00:00:58.160 --> 00:01:01.280 What advice do you have for them to get back on track? 16 00:01:02.000 --> 00:01:06.080 One of my favorite quotes from BF Skinner who is a behavior psychologist from way back in the day was 17 00:01:06.080 --> 00:01:09.120 you can lead a horse to water but you can't make a drink. He said, well, 18 00:01:09.840 --> 00:01:13.200 if you bleed it out enough and you starve it and you leave it in the sun and you put the water 19 00:01:13.200 --> 00:01:16.000 right in front of its mouth, he said, I can veritably guarantee that I can make a drink. 20 00:01:16.960 --> 00:01:20.320 And so if you were to think about yourself as that horse, then it's like, okay, 21 00:01:20.320 --> 00:01:24.160 well, what is the equivalent of the bloodletting, the dehydration, the starving, 22 00:01:24.160 --> 00:01:26.800 that you can put yourself into, get the behavior you want? 23 00:01:26.800 --> 00:01:33.040 So starving has a negative connotation but we can also starve out the negative things in your life. 24 00:01:33.040 --> 00:01:37.200 Like you can starve the alcohol, you can starve the friends and I think the easiest way to do that 25 00:01:37.200 --> 00:01:41.120 is to get out of the environment you're in. I think this was in atomic habits. 26 00:01:41.120 --> 00:01:46.640 In Vietnam, I think it was like 10% of troops or something we're taking heroin when they were 27 00:01:46.640 --> 00:01:49.600 over there in the 70s and they thought there was going to be this massive problem when they came 28 00:01:49.600 --> 00:01:54.400 back to the States. But when they came back to the States, almost no one continued the heroin habit. 29 00:01:54.400 --> 00:01:58.080 And so going from Vietnam where you're doing heroin to the US where you're not doing 30 00:01:58.080 --> 00:02:03.200 taking heroin, had a 90% success rate, whereas the inverse is true of recovery centers in the 31 00:02:03.200 --> 00:02:07.440 United States today. People go there and 90% of them relapse when they go back home. 32 00:02:07.440 --> 00:02:11.040 And so the difference is that people were doing heroin in a different environment and then they 33 00:02:11.040 --> 00:02:14.000 changed their environment and then they never went back to the environment that they did heroin. 34 00:02:14.000 --> 00:02:17.040 To be fair, I think the reason a lot of people kind of like some of the content that 35 00:02:17.040 --> 00:02:20.720 have put out from a money-making perspective is how can I operationalize this word? 36 00:02:20.720 --> 00:02:23.440 Right? So like patience, for example, is one of the people throughout a lot. 37 00:02:23.440 --> 00:02:27.440 But for me, defining patience was helpful, which is figuring out what to do in the meantime. 38 00:02:29.040 --> 00:02:32.560 Like that's patience. Like we're like, I'm not patient. It's like no, you just need to figure 39 00:02:32.560 --> 00:02:37.920 out what to do in the meantime. I think these are like mental models around using emotions to 40 00:02:37.920 --> 00:02:43.120 fuel the behaviors that you want. So me defining amorphous terms like confidence, 41 00:02:43.120 --> 00:02:52.080 winning, respect, loyalty, sadness, anxiety have come from my own desire to understand the words. 42 00:02:52.080 --> 00:02:57.600 And reading the dictionary definitions and feeling like they don't provide much and they can't 43 00:02:57.600 --> 00:03:02.320 help me. What is love? And you know, people are like, it's a feeling that that doesn't help me. 44 00:03:02.320 --> 00:03:06.800 How do I operationalize this word? Love for me, how much are you willing to sacrifice to 45 00:03:06.800 --> 00:03:12.480 maintain a relationship? That is how you can measure love. You could use an example of like, man, 46 00:03:12.480 --> 00:03:16.160 that guy works on that piece of crap car all the time. He must really love it, right? Like he's 47 00:03:16.160 --> 00:03:21.760 willing to sacrifice a lot to maintain that thing. To the same degree, many people would sacrifice 48 00:03:21.760 --> 00:03:24.880 everything for their kids. Now there's plenty of times where they don't like their kids, 49 00:03:24.880 --> 00:03:28.080 but they'd be willing to die for their children. You might be willing to die for your country. 50 00:03:28.080 --> 00:03:33.840 And so when I define these terms, it has been out of my own self-interest to learn how to navigate 51 00:03:33.840 --> 00:03:40.800 life better. You just did a book launch. It was unreal. I mean, really like blue people's mind, 52 00:03:40.800 --> 00:03:45.280 set a standard, or what did you demonstrate in the way that you did that that other people don't 53 00:03:45.280 --> 00:03:50.800 understand? With each book, I wanted to demonstrate the concept of the book with the book itself. 54 00:03:50.800 --> 00:03:55.920 Since the concept of the book was to advertise and to get lots of leads, then I thought it would be 55 00:03:56.640 --> 00:04:03.680 appropriate to advertise and get lots of leads. And I used every method in the book. I ran 56 00:04:03.680 --> 00:04:08.080 ads for it, even though I didn't need to run ads. We still got 137,000 people from ads. We had 57 00:04:08.080 --> 00:04:12.720 affiliates. We got 104,000 people there from affiliates. We had 27,000 affiliates promote the book. 58 00:04:12.720 --> 00:04:16.400 We had customer referrals. People sent their friends there. So I had an incentive that if you just 59 00:04:16.400 --> 00:04:20.160 get 10 people to come, you'll get two bonus chapters that aren't released with the book. And so, 60 00:04:20.160 --> 00:04:25.360 you know, the next book, I'll try and continue that meta theme of I have concepts in this book. 61 00:04:25.360 --> 00:04:29.760 And I will show you that they work because I will use them to market promote the book. 62 00:04:29.760 --> 00:04:33.280 Tell me on the no strip. It says be one of zero. What does that mean? 63 00:04:33.280 --> 00:04:39.280 So, one of zero is a brand that I am really passionate about. The concept one of zero actually came 64 00:04:39.280 --> 00:04:42.800 from my media team. You know, we talk about content in general as one of one content. Like, we try 65 00:04:42.800 --> 00:04:46.320 to make content that only we can make. And that's actually one of my big marketing rules, 66 00:04:46.320 --> 00:04:50.480 besides say what only you can say, show it only you can show. As we were approaching the event, 67 00:04:50.480 --> 00:04:53.840 the team learned more and more about what you're going to be giving away and how much we're putting 68 00:04:53.840 --> 00:04:59.440 into it. And they're like, dude, this isn't even one of one. This is one of zero. And that statement 69 00:04:59.440 --> 00:05:03.840 just clicked. And then everyone latched onto it because it wasn't about just doing what only we 70 00:05:03.840 --> 00:05:07.760 could do. It was doing what no one else would do. You look at one of zero, one divided by zero, 71 00:05:07.760 --> 00:05:13.280 from a mathematical perspective, it's undefined. And I think a lot of that is stuff that I resonate 72 00:05:13.280 --> 00:05:17.040 with, which is doing work that no one else will do is doing the things that other people will tell 73 00:05:17.040 --> 00:05:22.720 you not to do. And for going the shoulds and the must and the half to is that people around you 74 00:05:22.720 --> 00:05:27.680 tell you to do because they want to project their life and their expeditions on yours. But you 75 00:05:27.680 --> 00:05:33.440 want to live in direct contrast to that because you want to be your own person and be beyond 76 00:05:33.440 --> 00:05:38.560 definition and let your actions be the only thing that define you. One of one is doing things 77 00:05:38.560 --> 00:05:42.880 that only you can do, but one of zero is doing things that you're not even sure you can do yet. 78 00:05:42.880 --> 00:05:49.520 Appreciate you, man. I'll check play action. What is the check play order? I go 12 count, 79 00:05:49.520 --> 00:05:55.120 grilled nugs, four count, fried tenders, and then a spicy chicken deluxe, no cheese, 80 00:05:56.320 --> 00:06:03.840 with Chick-fil-A sauce and ranch. That's the go-to. If you can only choose between one sauce 81 00:06:03.840 --> 00:06:09.760 out of every restaurant, it would be a must-each-yard, the person you ever sauce. 82 00:06:09.760 --> 00:06:14.640 Strong with the roots. Yeah, I mean it also has nutritional value. It's yogurt, it's got protein in it. 83 00:06:15.200 --> 00:06:20.160 Both that. It's refreshing. What's the sign of a good podcast interview for you? 84 00:06:20.160 --> 00:06:26.160 Number one is my rapport with the host. If we're comfortable, then automatically the conversation's 85 00:06:26.160 --> 00:06:32.000 going to be better. The second thing is how much they know about me and our stuff. If I'm doing 86 00:06:32.000 --> 00:06:36.720 like recaps, it's less interesting. If I were to do a third and fourth thing, it is quality of 87 00:06:36.720 --> 00:06:40.160 the follow-on questions because there are some people who have like these or 12 questions that I 88 00:06:40.160 --> 00:06:44.400 will ask Alex. They ask a question. I answer the question and then they say question two. 89 00:06:44.400 --> 00:06:49.600 And then they don't dive deeper into it, which to me makes it seem like they're not listening. 90 00:06:49.600 --> 00:06:53.040 Because then it's not a conversation. It's really just like 12 short clips. The last one 91 00:06:53.920 --> 00:07:00.320 is really their ability to let silence exist. I will say that I have noticed this about the best 92 00:07:00.320 --> 00:07:06.080 podcast host is that like they will ask a question and then I might answer and they will just 93 00:07:06.080 --> 00:07:10.720 they will just sit at the end of that and then give me another second or two and then I might 94 00:07:10.720 --> 00:07:16.080 add something to it. That might be the real nugget or crystallization of thinking. And if you 95 00:07:16.080 --> 00:07:21.120 have a really rushed cadence in terms of how the conversation is going, it becomes more difficult 96 00:07:21.120 --> 00:07:31.600 to have thoughtful responses. Oh wow! It's such a sod. How's it going, man? You see him, man? 97 00:07:31.680 --> 00:07:36.160 What have you learned the last year? The hardest work I have done has been my redefining winning. 98 00:07:36.160 --> 00:07:40.640 I think for me that is like that has been my big unlock for how much effort I can put in to make 99 00:07:40.640 --> 00:07:44.320 better and keep pushing. So I think one of the hardest things as an entrepreneur or just an 100 00:07:44.320 --> 00:07:49.280 individual is shifting how you define winning for yourself. And it's easy to say it and say, 101 00:07:49.280 --> 00:07:54.800 of course I'm in the game, I'm winning. It's much harder to actually believe that. And so it's 102 00:07:54.800 --> 00:07:58.160 easy to make the Instagram clip and it's hard to live it. And what's been interesting for me is that 103 00:07:58.160 --> 00:08:02.240 I feel like it's unlocked at different level of the work ethic. I thought that the fear of the 104 00:08:02.240 --> 00:08:07.680 gun to your head is still the strongest motivator and it is in the short term. But if you need to run 105 00:08:07.680 --> 00:08:12.480 a marathon, then you need to have something that is going to sustain for a longer period of time. 106 00:08:12.480 --> 00:08:16.000 Like punishment is always stronger. The short term reward is always longer than the long term. And so 107 00:08:16.000 --> 00:08:23.600 we have to redefine how we reward ourselves for the work we do. And so since I don't believe in 108 00:08:23.680 --> 00:08:27.840 legacy and I don't believe that in 5,000 years, people are going to remember who I am. I had to 109 00:08:29.280 --> 00:08:34.480 make winning working as hard as I could on something. How do you measure working as hard as you can? 110 00:08:34.480 --> 00:08:38.640 Tough. I think about a future version of myself who has all the context in my current situation, 111 00:08:38.640 --> 00:08:44.480 my skills, the information available to me, the resources I have. And that man, that future man, 112 00:08:44.480 --> 00:08:51.200 knows what perfect work looks like. Which is how much effort can I put into this thing and not 113 00:08:51.200 --> 00:08:57.840 be distracted and continue to chisel away at this project. It's very hard because it means there's 114 00:08:57.840 --> 00:09:03.600 very few projects that I can do if I have that level of work as my new standard. And so 115 00:09:04.560 --> 00:09:08.320 if that level of work is the standard and that is what winning is, then I can only do it for a few 116 00:09:08.320 --> 00:09:12.080 things. There's just a lot of things I'm not going to be able to do, which is sad in some ways. 117 00:09:12.080 --> 00:09:14.720 But I think a necessary tradeoff because like we have one human life. 118 00:09:15.680 --> 00:09:22.240 Hairband, no strip. Ready. I assess it as a really different bag. 119 00:09:22.240 --> 00:09:27.440 To get the bag that I have, I wear one pair of shorts and one beater. If I want to conserve space, 120 00:09:27.440 --> 00:09:31.280 I can do two to one. So I can do two beaters per one pair of shorts. I can wear shorts twice. 121 00:09:31.280 --> 00:09:36.960 I know I'm risqué like that. I bring no strips. And I usually have one flannel or button down 122 00:09:36.960 --> 00:09:40.800 that I bring with me. And I wear the same shoes that are appropriate in all venues. I can wear them 123 00:09:40.800 --> 00:09:44.080 in the gym. I can wear them to a restaurant. I can wear the most age. That makes packing take 124 00:09:45.040 --> 00:09:49.040 less than a minute for me. And that's how I like it. And so I can pretty much work until the 125 00:09:49.040 --> 00:09:53.600 moment we have to leave. And I just throw my two beaters in and my shorts. And I'm good to go. 126 00:09:53.600 --> 00:09:56.800 The first time you put them on, you're like, this is not going to make it better. If you ever have 127 00:09:56.800 --> 00:10:01.360 breathing problems, whenever you've got like a good line of air, you're like, don't fuck with it. 128 00:10:01.360 --> 00:10:05.360 You don't like just let it go. So you go here to just destroy all of the good stuff. 129 00:10:06.320 --> 00:10:11.520 And then you see your first breath and you're like, I didn't know I could breathe so well. 130 00:10:11.520 --> 00:10:13.040 I didn't know the air could be so sweet. 131 00:10:15.760 --> 00:10:22.560 This studs. What's up, man? What up, council? We need to do something about billionaires. 132 00:10:22.560 --> 00:10:27.120 I am proposing that the city of Los Angeles ban billionaires from the beach. 133 00:10:27.840 --> 00:10:31.200 What do you think is the biggest mistake content creators make today? 134 00:10:31.680 --> 00:10:36.000 Not being them. Basically getting taken over by the algorithm and then like talking about 135 00:10:36.000 --> 00:10:39.840 blue trees when they don't actually fuck with blue trees. But they did it because they did one 136 00:10:39.840 --> 00:10:44.480 blue tree post and people, right, it had to. And so they got a lot of likes and they're like, maybe 137 00:10:44.480 --> 00:10:48.720 I'll start making more stuff on blue trees. But like then they go down that alleyway for six months 138 00:10:48.720 --> 00:10:52.160 or a year and then they're like, I'm like the blue tree channel, but I don't even care about trees. 139 00:10:52.160 --> 00:10:55.520 Like that's not even the stuff I like talking about. And so they can't actually sustain it because 140 00:10:55.520 --> 00:11:00.000 the biggest brands are built over decades, not days or weeks or months. A secret confession. 141 00:11:00.000 --> 00:11:05.440 The majority of my newsfeed almost all of it is comedians. And that's because I like comedy. 142 00:11:05.440 --> 00:11:09.520 And I think comedy and philosophy are probably my two great interests in terms of the things 143 00:11:09.520 --> 00:11:15.280 that I consume because they are the two truth tellers of society. It's philosophers and comedians. 144 00:11:15.280 --> 00:11:19.200 I love what they do. And I also think like what more philanthropic 145 00:11:20.080 --> 00:11:22.880 line of work can you have than to just bring joy to people? 146 00:11:25.120 --> 00:11:29.520 And I think that's really cool. And I have a lot of admiration for the craft. And so I'd like to 147 00:11:29.520 --> 00:11:33.200 do more stuff in that arena. If the comedic world will happen. As of this morning, 148 00:11:33.920 --> 00:11:37.920 both 100 million dollar offers and 100 million dollar leads are on Amazon charts. 149 00:11:37.920 --> 00:11:41.760 So top 20 books on all Amazon, we have two of them. We beat Harry Potter. 150 00:11:46.000 --> 00:11:48.960 Take that JK. I'm getting you're amazing and I'm a huge fan of your work. 151 00:11:48.960 --> 00:11:50.880 I would say American chicken and rice is like, man, 152 00:11:50.880 --> 00:11:55.200 so I gotta go off the sword. I gotta go to Middle Eastern style. Some jujubekabob. 153 00:11:55.200 --> 00:11:59.920 You know, you know. Hello, hello. 154 00:11:59.920 --> 00:12:01.200 Welcome back. How are you? 155 00:12:01.200 --> 00:12:04.480 Good. You need to get back in the gym. I know. I cleaned out a little. 156 00:12:05.200 --> 00:12:09.200 The challenge for you is going to be you continually need to grow and experience 157 00:12:09.200 --> 00:12:14.400 and deeper into not becoming a repetitive asshole like everybody in the space. 158 00:12:14.400 --> 00:12:15.760 Yeah. You know exactly what I mean. 159 00:12:16.480 --> 00:12:20.400 Because you are the best right now. And you've taken that title. It took you a while. 160 00:12:20.400 --> 00:12:23.600 You were like a rising dude coming up from Mike. He's going to do it. He's going to do it. 161 00:12:23.920 --> 00:12:26.160 Now you've done it. And by the way, when I talk to other people, 162 00:12:26.160 --> 00:12:28.880 this is kind of a consensus. It's not like I'm giving you some compliment. 163 00:12:28.880 --> 00:12:31.760 No one else has told you. I think you're the best right now. 164 00:12:31.760 --> 00:12:34.880 Thanks. I say right now because that's not a title that you can keep long term. 165 00:12:34.880 --> 00:12:38.880 You keep arguing and fighting for him. Scratch it, but you're the best right now. 166 00:12:38.880 --> 00:12:41.600 You just spent two years of your life dedicated to this book. 167 00:12:41.600 --> 00:12:45.600 You spent six hours everyday writing it and do the launch out of the water. 168 00:12:45.600 --> 00:12:46.320 So what now? 169 00:12:47.280 --> 00:12:54.800 More better. We will do more of what we were doing before. We'll do it better. 170 00:12:54.800 --> 00:12:58.960 I do have my project one of zero that I'm working on in the background. 171 00:12:58.960 --> 00:13:03.200 At the same time, I still have my third book. And I think a lot of people are going to make a lot of money from it, 172 00:13:03.200 --> 00:13:06.160 which I'm very excited about. And we'll get more companies and acquisitions.com. 173 00:13:06.160 --> 00:13:10.320 But I have two big projects that I'm working on. One is the third book. 174 00:13:11.200 --> 00:13:16.000 The other is one of zero. And those are kind of the two big projects that I have for the next two years.