WEBVTT 1 00:00:00.000 --> 00:00:04.080 And so dude, thank you so much for being here. I know I don't know if you know this bro 2 00:00:04.080 --> 00:00:10.760 But I've been trying to make this moment happen for three and a half years and I call it pleasantly persistent 3 00:00:10.760 --> 00:00:16.360 But I just keep asking man, so thank you for making it happen. No, thank you for pleasantly being persistent. Yeah, man 4 00:00:18.640 --> 00:00:22.280 Yeah, thank you. I did it for you bro. It's for you 5 00:00:23.120 --> 00:00:25.120 Yes, sir, so 6 00:00:25.120 --> 00:00:29.680 Here's the deal is your chair shaking right now, bro. What's that mean? I think it's the walking 7 00:00:30.000 --> 00:00:32.480 Oh, okay, I was like dude, it's something wrong with me 8 00:00:34.880 --> 00:00:39.320 All right, so in the past 40 months Alex you talked about you build a 7.8 million 9 00:00:40.440 --> 00:00:47.040 Fan audience across all these platforms two billion impressions 35,000 pieces of content you spent four million dollars 10 00:00:48.120 --> 00:00:50.120 across that time period and I was thinking 11 00:00:50.920 --> 00:00:57.520 that the thing we could do to bring the most impact today is how everybody here wants to build a powerful personal brand they want to grow their business and 12 00:00:58.520 --> 00:01:03.360 Can you first before we get into this all the taxes? We have so many things to share with you guys today 13 00:01:03.360 --> 00:01:08.000 But can you first define personal brand and why you think it's so important for everyone? 14 00:01:09.480 --> 00:01:13.720 So I think personal brand is just the things that you choose to associate with and so you have 15 00:01:14.440 --> 00:01:20.560 Ideals some sort of business that you want to associate with people that you want to associate with and it's just curating the things that 16 00:01:21.280 --> 00:01:27.320 Just as much what you want to be seen and thought of with as much as what you don't and I think one of the big 17 00:01:27.520 --> 00:01:32.560 Things that happens early on is we want to say yes to everything which is kind of tough because sometimes you're like 18 00:01:32.560 --> 00:01:35.880 I don't really like this person that is asking me to be on their podcast 19 00:01:35.880 --> 00:01:39.480 It's like what everyone's going to associate you whether you like it or not and so 20 00:01:40.160 --> 00:01:44.280 Fundamentally like brain doesn't see a negative so it only sees in positives as I say don't you know 21 00:01:44.280 --> 00:01:47.440 Don't think about a pink elephant. We all still think about pink elephants, right? 22 00:01:47.440 --> 00:01:52.480 And so you can't like unbrand you can only positively pair things you can't despair 23 00:01:52.480 --> 00:01:58.000 And so it's really by avoiding things kind of like pruning a garden that you can make a really nice brand 24 00:01:58.000 --> 00:02:02.360 So a lot of branding is about choosing everything you're not going to associate with and then 25 00:02:02.800 --> 00:02:10.520 Seeing what's left and then that becomes the brand that becomes purer and stronger and so I think especially is everyone here 26 00:02:11.640 --> 00:02:17.000 What I would dissuade you from doing is one talking about things that you haven't done or pretending to 27 00:02:17.000 --> 00:02:20.320 And that's like 95% of people here 28 00:02:21.240 --> 00:02:23.240 Not you everyone else 29 00:02:25.960 --> 00:02:30.400 And the other the other so one is is is is pretending to be something that you're not because that's what I like 30 00:02:30.400 --> 00:02:33.160 We're like man, I have imposter syndrome. It's like you have imposter syndrome because you're lying 31 00:02:33.840 --> 00:02:38.160 Yeah, you're pretending to be something that you're not if you don't pretend to be something 32 00:02:38.160 --> 00:02:39.640 You're not if you state the facts you tell the truth 33 00:02:39.640 --> 00:02:44.280 There's nothing to feel like you're in a posture about if you made 5,000 dials and you made this many mortgage sales 34 00:02:44.280 --> 00:02:46.680 That's what happened someone can hate you or love you 35 00:02:46.680 --> 00:02:51.200 But that's the you stated the facts and told the truth and so I think that has always been our north star for everything 36 00:02:51.200 --> 00:02:54.680 We do is and if that's not compelling then make the truth more compelling 37 00:02:55.040 --> 00:02:58.640 Like do more shit and then when you talk about it people will be like wow 38 00:02:58.640 --> 00:03:04.160 He made 35,000 pieces of content. Okay, then maybe I'll listen to it because of that work independent of whatever 39 00:03:04.600 --> 00:03:11.000 Output happen. So if I had zero people who followed me will be like I know how to post 35,000 because the content and get zero followers 40 00:03:11.000 --> 00:03:12.520 Let me tell you how that works 41 00:03:12.520 --> 00:03:18.600 Like it'd be still interesting right be like here's all the things not to do. Yeah, and so you even said this at a presentation years ago 42 00:03:18.600 --> 00:03:21.600 I remember you wrote you like man. This is my big strategy 43 00:03:22.160 --> 00:03:23.680 Do shit 44 00:03:23.680 --> 00:03:27.480 Talk about it. Do bigger shit talk about it. It was like very simple 45 00:03:27.480 --> 00:03:30.440 Yeah, it was just like do the thing and then talk about it and so 46 00:03:31.040 --> 00:03:35.240 One of the things that I think when we get into content strategy that people struggle with is 47 00:03:35.680 --> 00:03:39.360 Education or entertainment or edutainment as you called it 48 00:03:40.240 --> 00:03:46.000 You know, and I look at like all of us look up to these accounts on social media that have the biggest volumes and their entertainers 49 00:03:46.000 --> 00:03:50.640 Yeah, and you know, I feel like we look to them for content strategy 50 00:03:50.640 --> 00:03:56.120 Yeah, I don't think that's a that's a good plan for that's for for that's for people in the industry who want to go to their brand 51 00:03:56.120 --> 00:03:58.120 Yeah, so I 52 00:03:58.120 --> 00:04:04.560 I didn't know and so I'll very much like let's see and so we widened our scope in terms of our content 53 00:04:04.680 --> 00:04:09.480 With the intention of at least the theory behind it being if we got more people to see our stuff 54 00:04:09.600 --> 00:04:17.720 Then if we catch with a bigger net then there's still still going to be more in absolute so relatively fewer people in the audience are going to be business owners for me 55 00:04:17.880 --> 00:04:21.320 But a larger absolute amount will be business owners if I go wider and 56 00:04:22.080 --> 00:04:26.680 That wasn't the case and so after we did that for I think it was like three or four months 57 00:04:26.680 --> 00:04:30.320 We just kind of like went pretty wide with the content. I made a college video. I made a relationship video 58 00:04:30.320 --> 00:04:33.240 I made a handful of videos on like philosophy stuff that I'm into 59 00:04:34.560 --> 00:04:40.120 And what happened was the actual objective metrics of the business our opt-ins went down book sales went down 60 00:04:40.120 --> 00:04:47.400 But we got more views and more subscribers and so it's really really tempting to start getting into the vanity metrics of views 61 00:04:47.400 --> 00:04:54.600 You know views subscribers followers, whatever, but I never did this to get famous. I did this to get rich or 62 00:04:55.320 --> 00:05:00.640 To be very clear and I always want to like I never want like I always like to be very transparent about that 63 00:05:01.520 --> 00:05:04.480 And so making content has always been a means to an end 64 00:05:04.480 --> 00:05:08.320 And so if you're in business and you're making content for the means to an end 65 00:05:08.320 --> 00:05:12.000 Which is like you want to be able to price in more premium you want to convert it a higher percentage 66 00:05:12.000 --> 00:05:14.600 You want to be able to you know get free customers inbound 67 00:05:15.120 --> 00:05:18.720 All those things are benefits that come downstream from building that personal brand 68 00:05:18.720 --> 00:05:21.920 Which is really just the pairings and associations that your ideal avatar 69 00:05:22.520 --> 00:05:25.840 finds positive and such the thing is when I 70 00:05:26.360 --> 00:05:29.640 It's all the story, but I had a business on a friend of mine does about a million a month 71 00:05:30.800 --> 00:05:36.120 Smaller business and he came in and he was talking to me. He was like, yeah off handedly 72 00:05:36.120 --> 00:05:40.920 It's like, you know, yeah, I stopped listening to your stuff a few months ago and I've been listening to it for like five years 73 00:05:40.920 --> 00:05:45.600 I said he's like I guess I'm just not really your avatar and I just like you know 74 00:05:46.600 --> 00:05:51.280 It's like dude you a hundred percent of my avatar and and that's when I just I went down to the team 75 00:05:51.280 --> 00:05:56.600 I was like we need to change it all like we have to just talk about business and so back to business became the whole theme and if 76 00:05:56.600 --> 00:06:01.040 For those you have seen my content. That's that's what we focused on so what was the result of making that change? 77 00:06:01.040 --> 00:06:04.640 Yeah, so once we went back to business my average views for video dropped in half 78 00:06:05.600 --> 00:06:11.080 But as a result we we could we didn't have to have nearly as heavily produced stuff 79 00:06:11.080 --> 00:06:14.800 And so it's very much just like me talking to the camera me with a whiteboard whatever and 80 00:06:15.480 --> 00:06:22.520 We got more more optons on the site more book sales, which are the two kind of like leading indicators for me downstream for portfolios 81 00:06:22.520 --> 00:06:24.520 And 82 00:06:24.520 --> 00:06:30.720 Yeah, I mean like all the and for me personally, I like business. That's all I like talking about so me talking about other stuff is actually like 83 00:06:30.720 --> 00:06:35.040 Not fun. I have to like get amp to do a mosey meals thing and I'm like who cares. It's lunch 84 00:06:35.360 --> 00:06:38.600 You know, they're like they want to know and I'm like I don't think they do man 85 00:06:38.600 --> 00:06:42.160 Yeah, and so it was a good it was a good experiment 86 00:06:42.160 --> 00:06:47.680 But I will tell you I think the algorithm is getting so good at serving niche content to people who consume niche content 87 00:06:47.960 --> 00:06:51.640 That you have to be okay with something that has you know 19 views 88 00:06:51.640 --> 00:06:56.800 I'm being dead serious about it like I've had so many businesses just in the last couple months that I've spoken with that 89 00:06:56.840 --> 00:07:02.120 You know, I talked to an art dealer that's doing a million dollars a year with a 1500 person email list 90 00:07:02.120 --> 00:07:05.120 I'll talk to a person who's super niche down and 91 00:07:05.800 --> 00:07:10.840 Registered dietitian who helps people bill register dietitians bill insurance more accurately 92 00:07:10.840 --> 00:07:15.840 That's her business like talk about a niche of a niche of a niche and she has 5800 followers 93 00:07:16.000 --> 00:07:19.520 And she told me she made her first sale when she had eight people on her email list eight 94 00:07:19.520 --> 00:07:25.040 I was like is it a list at that point or do you just like email eight people? You know name it? Yeah, it's outlook 95 00:07:25.040 --> 00:07:31.600 Yeah, right. She's house like you just emailed friends, right? Yeah, but but she was doing just under a million bucks a year with 50 and her and her 96 00:07:31.600 --> 00:07:33.600 I looked at her reach on her account and it was like 97 00:07:34.440 --> 00:07:36.440 2800 wow, but 98 00:07:36.880 --> 00:07:43.240 If you if you're registered dietitian and you want to make an extra 100 grand a year by billing insurance under all these different codes 99 00:07:43.600 --> 00:07:49.000 You buy her thing like that and so I I give the example that I consume a lot of niche 100 00:07:49.280 --> 00:07:53.560 Jim manufacturing content and so I like welders and metal fabs. It does matter 101 00:07:53.560 --> 00:07:58.040 But it's like really niche gym content and so these guys are terrible marketers 102 00:07:58.200 --> 00:08:04.600 But they show their pieces of equipment and so my news feed is just like comedians and metal fab shops and 103 00:08:05.160 --> 00:08:08.760 They don't they're not like the viral cool ones. They're just like, hey, we made a new row 104 00:08:09.760 --> 00:08:19.480 Look at how it works and then they do it and and so I say that because that guy has somebody in his ear saying you should be making stuff about like 105 00:08:19.680 --> 00:08:24.240 You know whatever viral meme stuff is that it a falling out of a cliff or trying punching a stranger or whatever 106 00:08:24.240 --> 00:08:27.800 You know what I mean like ask 10 gym owners how many pieces of equipment they want whatever 107 00:08:29.280 --> 00:08:34.840 But it's it's not that they just they just make sure that the content that you have is the association 108 00:08:34.840 --> 00:08:41.280 You want people to have with you and so I I don't think the whole going really wide is the idea if you want to get views 109 00:08:41.280 --> 00:08:43.280 Which the thing is is like if you listen to Jim 110 00:08:43.680 --> 00:08:50.400 Mr. Beast and some of the other guys their primary revenue stream is is ad revenue and so that's how they make money 111 00:08:51.040 --> 00:08:54.840 but and they're brilliant don't get like they're brilliant at it 112 00:08:54.840 --> 00:08:58.760 But if you're trying to have a niche which most businesses do 113 00:08:59.160 --> 00:09:05.440 Didn't make if you make more content about the stuff that your particular customer likes they will like you 114 00:09:06.080 --> 00:09:09.640 And if you make it about stuff that they don't like or care about they won't like or care about you 115 00:09:10.760 --> 00:09:16.080 Period and so I would just say like just don't fall into the trap of the vanity metrics and like it's hard 116 00:09:16.400 --> 00:09:21.080 Because you want to see that now the way that we control this is I like having paired metrics with any business 117 00:09:21.080 --> 00:09:26.160 It's like you have speed and you've got quality right just as an example like you want to go as fast as you can 118 00:09:26.160 --> 00:09:30.240 But you also want to make sure the quality's there. So once you know that you're getting the right people 119 00:09:30.880 --> 00:09:35.720 Who are consuming your stuff because you're making the right content then at that point 120 00:09:36.240 --> 00:09:38.280 Then you jam the views by all means 121 00:09:38.280 --> 00:09:40.680 But you just have some sort of metrics so for us 122 00:09:40.680 --> 00:09:45.800 It's like we want to make sure that our CPMs on our views are really high because I know business owners are very expensive 123 00:09:45.800 --> 00:09:49.600 So it's like okay if they're really high then I'm getting the right eyeballs and if that's true 124 00:09:50.080 --> 00:09:53.120 Then I've absolutely would love more subscribers that are business owners 125 00:09:53.120 --> 00:09:59.600 But that has to be true first and so having something whether it's the opt-ins your you know applications book calls 126 00:09:59.840 --> 00:10:02.160 Just site visits whatever will say this is tough 127 00:10:02.160 --> 00:10:06.560 But something that you can track that gives you some sort of quality metric on the traffic that you have 128 00:10:06.880 --> 00:10:11.080 Then you can use all of that gusto of like now I'm gonna go get views and stuff 129 00:10:11.080 --> 00:10:13.480 But I've got this control here to make sure it's the right views 130 00:10:13.680 --> 00:10:20.080 Yeah, and I noticed one thing or just a side note real quick if you ever want to know how rich someone is 131 00:10:20.640 --> 00:10:25.480 It's based on how they refer to Mr. Beast. So Alex said Jim 132 00:10:25.960 --> 00:10:31.480 If you ever hear someone say Jim for Mr. Beast, they're rich as fuck like that's it 133 00:10:32.720 --> 00:10:36.160 Because I don't even know Mr. Beast's name bro. It ought to be like 134 00:10:36.880 --> 00:10:44.320 Okay, so just side note cool. All right, so one of the things I noticed though and when you start your videos and 135 00:10:44.880 --> 00:10:52.080 I feel like we you know like you'll say to people that the viewer is watching social media and they're saying 136 00:10:52.080 --> 00:10:58.040 Why should I watch you right? So we're trying to educate people and some of us have done things some of us haven't done things 137 00:10:58.040 --> 00:11:02.720 Maybe people in this room have been doing real estate for 20 years somebody else in this room has done it for two 138 00:11:02.880 --> 00:11:08.120 Yeah, I talked to a lady yesterday. She just got a license. Yeah, okay. So it just everyone's on a different path, but 139 00:11:09.000 --> 00:11:14.440 When you're talking about this like do you think that everybody should insert that frame into the beginning of their video? 140 00:11:14.440 --> 00:11:19.600 Like why they should stick around if you're gonna be educating something because I noticed you do this on almost every video. Yeah 141 00:11:20.040 --> 00:11:25.960 So on YouTube for yeah, so if you're doing longer-form stuff then we we can we looked at some of the big 142 00:11:25.960 --> 00:11:29.560 I'm like you said spreadsheet thing like I just look at the data and then I see okay 143 00:11:29.560 --> 00:11:33.440 What stuff work? Let me do more of that what stuff didn't work me do less of that and so when I looked at the top 144 00:11:34.000 --> 00:11:36.880 Pundit or whatever YouTube videos I had the ones that were the top 10 145 00:11:37.680 --> 00:11:43.600 All had proof promise plan all embedded into them and so that has been our little mental easy framework 146 00:11:43.720 --> 00:11:45.480 Like what's the promise? 147 00:11:45.480 --> 00:11:49.600 What's the proof that you can deliver on that promise and then okay now I listen to your plan? 148 00:11:49.600 --> 00:11:55.200 Here's the layoff of the video. Here's the roadmap. Here's the the framework and so that that's been our kind of like three piece 149 00:11:55.200 --> 00:11:57.200 But if I had to wait them 150 00:11:57.200 --> 00:12:01.600 Proof is number one and so the reason that not to get into like high YouTube 151 00:12:02.120 --> 00:12:05.520 but the a lot of the like the high-end creators like 152 00:12:05.920 --> 00:12:07.920 Mr. Beast. There you go 153 00:12:08.920 --> 00:12:15.280 Mr. Beast and those guys is they talking about confirming the thumbnail as soon as humanly possible and what they mean by that is that when someone clicks 154 00:12:15.280 --> 00:12:20.080 They want to know that what they clicked on is exactly the thing that they wanted and so the way that you do that is 155 00:12:20.080 --> 00:12:22.160 Make it as congruent as humanly possible in multiple ways 156 00:12:22.160 --> 00:12:26.320 So based on what the headline is first is what the person says in the first two seconds 157 00:12:26.320 --> 00:12:31.080 Also what they see what they hear you want to have multiple different ways of confirming the thumb as fast as possible 158 00:12:31.400 --> 00:12:37.560 And so the thing is isn't in entertainment if I say hey, I'm gonna go smash this Lamborghini and third toss it off a cliff 159 00:12:38.120 --> 00:12:42.680 Then you as soon as you start the video you want to show the cliff the Lamborghini and say this is what I'm going to do 160 00:12:42.680 --> 00:12:47.080 And you want to say that as fast as possible so they're like oh, this isn't some clickbait. Whatever. This is what this guy's gonna do 161 00:12:47.960 --> 00:12:51.800 In education, how do you approximate that they're going to get what they want to get? 162 00:12:52.840 --> 00:12:56.840 It's different. I can't show you the result. I have to give you proof that I can help you 163 00:12:57.480 --> 00:13:02.840 And that's at least how I think about it. I think proof proof is an approximation of the likelihood that they're going to get what they click to see 164 00:13:03.560 --> 00:13:05.640 And so if I if you click a video 165 00:13:05.640 --> 00:13:09.880 It says like the best investment advice in the world and then the first five seconds 166 00:13:09.880 --> 00:13:14.200 It's like my name's Warren Buffett and I own Berkshire Hathaway and it's looking me 94 years to work 167 00:13:14.200 --> 00:13:16.920 It'd be worth a hundred billion dollars. Here's eight things you probably want to consider 168 00:13:17.560 --> 00:13:19.560 You're like, okay 169 00:13:19.880 --> 00:13:25.240 I'll listen if you're like hey, you know, I'm a teacher and I will give you graded besting advice 170 00:13:25.480 --> 00:13:27.480 It's like well, you can't be that good 171 00:13:31.480 --> 00:13:33.480 Right, it's so there's this big obvious 172 00:13:33.480 --> 00:13:36.840 It's like the big obvious is almost is the problem 99% of the time a lot of like 173 00:13:37.400 --> 00:13:40.040 A lot of people were making content are looking for like a hundred little hacks 174 00:13:40.680 --> 00:13:44.840 But like it's just the big obvious thing like I'm not I'm not 175 00:13:45.720 --> 00:13:49.560 Delusioned or disillusioned by the fact that 176 00:13:50.600 --> 00:13:53.080 I get a disproportion amount of attention because what I have done 177 00:13:54.040 --> 00:13:55.960 Not because what I'm saying is necessarily novel 178 00:13:57.560 --> 00:13:59.320 And so like 179 00:13:59.560 --> 00:14:06.520 Jim secrets was a podcast that was around before I sold Jim launch and none of y'all listen to it and it was fire 180 00:14:09.240 --> 00:14:13.080 But it was only after we sold Jim launch that people were like oh shed. He knows we was talking about okay 181 00:14:13.160 --> 00:14:17.320 Now I'll listen right and so so obviously there's the stuff has to be good 182 00:14:17.880 --> 00:14:23.640 But the frame in which you consume the frame which people consume content is the messenger 183 00:14:23.960 --> 00:14:28.360 Like the messengers inextricably linked with what they are consuming with the message itself 184 00:14:29.160 --> 00:14:35.480 And so I think a not enough people are paying attention to who they are and what they have done when they are claiming 185 00:14:35.640 --> 00:14:39.720 That they can help someone and trying to focus way too much on the stuff being said 186 00:14:41.240 --> 00:14:44.680 Yeah, like Jerry's here. I think they're doing what three fifty four hundred million dollars a year in Vayner 187 00:14:45.160 --> 00:14:47.160 Yeah, right like 188 00:14:47.160 --> 00:14:51.400 If he didn't imagine to erase that and then everything else is the same 189 00:14:52.600 --> 00:14:53.880 No one cares 190 00:14:53.880 --> 00:15:00.120 He's just a dude talking about social media. How do you know? How do you know that what he's saying is true? He has no proof 191 00:15:01.240 --> 00:15:06.040 And so like I wrote I wrote this down the other day. I didn't write this down. Excuse me. I yelled it at someone um 192 00:15:07.640 --> 00:15:09.640 I was trying to like make myself sound better 193 00:15:10.280 --> 00:15:12.280 Proof motherfuckers proof 194 00:15:13.000 --> 00:15:18.280 Like that's what matters like if you get one thing out of all the stuff that I have to say here. It's proof 195 00:15:18.920 --> 00:15:21.000 So I'll tell you a quick story because I think it'll be relevant 196 00:15:21.240 --> 00:15:25.000 So I recently did a big review. This will be a common theme by the way 197 00:15:25.720 --> 00:15:28.680 Is that I just look at a bunch of data and then like let me see if I can find two interesting things 198 00:15:29.080 --> 00:15:35.880 And so I looked at two thousand ads that Jim launch had run over four or five years because I was helping their marketing team with something 199 00:15:36.520 --> 00:15:38.040 and 200 00:15:38.040 --> 00:15:41.720 Of the top 50 ads 40 of them or not me 201 00:15:42.360 --> 00:15:44.360 who's just proof 202 00:15:44.760 --> 00:15:46.520 It's all it was proof 203 00:15:46.520 --> 00:15:48.760 Ten of them were educational 204 00:15:49.400 --> 00:15:53.400 Which I see as an approximation to proof if you're very good people are like oh wow he knows more than me 205 00:15:53.720 --> 00:15:59.160 That's pretty smart. Okay, he must know right so then you have to basically someone has to reason that you're good 206 00:15:59.640 --> 00:16:02.600 Versus just showing them that that you're good and so 207 00:16:03.480 --> 00:16:04.840 With that 208 00:16:04.920 --> 00:16:08.440 What's interesting is that of the two thousand ads 80% of them aren't proof 209 00:16:09.240 --> 00:16:12.600 Just 80% of the top 50 are so what should I be doing? 210 00:16:13.160 --> 00:16:17.480 More fucking proof ads, yeah, right and then the question after that is like okay, we 211 00:16:18.920 --> 00:16:22.920 There's not like oh, I have proof because that's the next thing out here from the audience like Alex 212 00:16:22.920 --> 00:16:26.120 I have proof and no one believes me no shit you have terrible proof right 213 00:16:26.920 --> 00:16:28.920 And so proof exists on a continuum 214 00:16:28.920 --> 00:16:30.920 So you have on one end 215 00:16:31.000 --> 00:16:34.440 So let's say I'm selling teeth widening just as a as a hypothetical extreme 216 00:16:34.920 --> 00:16:42.280 If I have yellow teeth and I swish this stuff around and I spit it out right now in front of Niel not at Niel in front of Niel 217 00:16:42.600 --> 00:16:45.000 Um, and I look and he looks at my teeth and he's zooming in the camera 218 00:16:45.000 --> 00:16:49.080 You'd be like holy shit this stuff works the next question you have is is it permanent? 219 00:16:49.080 --> 00:16:54.040 Will it damage my teeth like how fat like how long will it last whatever like those are buying questions 220 00:16:54.040 --> 00:16:57.480 But the the likelihood that it works is no longer a question in your mind 221 00:16:58.200 --> 00:17:02.040 And so that's an extreme version of proof that's live in person raw unedited 222 00:17:02.520 --> 00:17:05.080 Um, and there's a big checklist of proof that we have but 223 00:17:05.720 --> 00:17:10.920 That's this extreme on the other extreme now, and if I were let's say if you're an Asian girl 224 00:17:11.400 --> 00:17:13.880 If you're an Asian girl and I'm an Asian girl, then you'll believe it more 225 00:17:15.160 --> 00:17:19.720 Right if an old black guy you might not believe it as much whatever like everybody's like 226 00:17:20.280 --> 00:17:24.280 The more relevant you can make the avatar who's getting the experience 227 00:17:24.440 --> 00:17:25.960 It becomes more analogous for them 228 00:17:25.960 --> 00:17:28.120 They say oh it that person looks just like me 229 00:17:28.200 --> 00:17:31.240 Therefore I can take that experience and say it would also happen for me 230 00:17:31.320 --> 00:17:34.280 Which is fundamentally why we have different avatars when you're trying to show proof 231 00:17:34.440 --> 00:17:38.280 And this is like customer success stories for us seem to be doing the best 232 00:17:38.920 --> 00:17:40.120 So it's the proof 233 00:17:40.120 --> 00:17:44.680 Yeah, and on this extreme the worst one would be something that's instead of visual 234 00:17:44.760 --> 00:17:47.560 It's descriptive so instead of showing you the teeth 235 00:17:47.640 --> 00:17:50.920 It talks about the experience and it would be not visual at all 236 00:17:51.000 --> 00:17:58.200 So it's not video. It's text and it's of a person that is not like the person is reading it and it's five years old 237 00:17:59.240 --> 00:18:04.600 Right, and so it's like these are degrees of proof and so if you give yourself kind of a proof audit which is 238 00:18:05.560 --> 00:18:08.600 I had an ad. I remember a few years ago as one of the top ads 239 00:18:08.920 --> 00:18:13.720 I just had made a post in my my community of gym owners. I just said how much extra money have you made since you've been here 240 00:18:14.440 --> 00:18:20.280 As I just answer and then all I did was I recorded my screen and I just scrolled and it was five minutes 241 00:18:20.680 --> 00:18:24.920 Of scrolling that was yet and it crushed made me a lot of money. Wow 242 00:18:25.480 --> 00:18:28.760 Yeah, it's just like I noticed when we share customer success stories 243 00:18:30.120 --> 00:18:33.400 It's one thing would you just say it that's better than nothing, but when we show it 244 00:18:33.640 --> 00:18:39.320 So for in the real estate industry in the mortgage and it's when we show the real numbers that somebody saved or the we show the result 245 00:18:39.320 --> 00:18:45.640 We got our clients. It seems to work really well, and so I would encourage everyone here to can to just really double down on that and 246 00:18:45.640 --> 00:18:47.880 I've always been wondering why it works so well 247 00:18:48.760 --> 00:18:53.800 And Alex just explained it like perfectly. So that was a great analogy. So one thing I wanted to 248 00:18:54.760 --> 00:18:57.000 Kind of clarify for everyone here is 249 00:18:57.880 --> 00:19:01.240 You talk a lot about content strategy and then a lot of it relates to YouTube 250 00:19:01.560 --> 00:19:03.560 But then a lot of you do a ton of short form as well 251 00:19:04.360 --> 00:19:09.000 Which do like for someone building their personal brand? Where should they start? 252 00:19:09.640 --> 00:19:13.800 Where should they double down or is it all of the things? You know like where should they kind of focus? 253 00:19:14.200 --> 00:19:17.080 So I think it's helpful to think like okay, what is advertising? 254 00:19:17.080 --> 00:19:18.760 Advertising is just letting people know about your stuff 255 00:19:18.840 --> 00:19:23.000 And so as many ways as you can let as many people as possible know about your stuff great 256 00:19:23.000 --> 00:19:25.400 So then it comes down to return on resources. So 257 00:19:26.360 --> 00:19:30.200 If because like take you to the natural extreme if you only did shorts and you were amazing at them 258 00:19:30.280 --> 00:19:33.720 You would make a lot of money if you only did lungs and we're amazing at them. You'd make a lot of money 259 00:19:34.040 --> 00:19:38.120 So it's not which one is it then comes down to the person of what's my return on effort? 260 00:19:38.280 --> 00:19:42.600 You may be better naturally or have some head start in one of these two directions 261 00:19:42.680 --> 00:19:47.160 Or you might not have the resources right now to make good enough long form videos that you get stuff 262 00:19:47.160 --> 00:19:48.760 Maybe shorts a little easier for you 263 00:19:48.840 --> 00:19:53.880 Then in that case if you look at this much effort that I'm going to put putting in then you do have an absolute 264 00:19:54.440 --> 00:19:56.440 AB answer of like no 265 00:19:56.440 --> 00:19:59.960 Shorts is what I should do because given these resources. I'll get a higher return on it 266 00:20:00.120 --> 00:20:02.840 And so that's very much between your resources and your skill sets 267 00:20:03.240 --> 00:20:07.400 But we started with shorts because I could put out more of them and I did them once every 90 days 268 00:20:07.960 --> 00:20:12.360 So a team would fly out. I would sit there. I'd record 101 sitting 269 00:20:12.600 --> 00:20:15.240 And then that was it and then I would go back to work and then 270 00:20:15.720 --> 00:20:18.360 People will watch them and yeah to make more and then 271 00:20:19.000 --> 00:20:23.880 Yeah, so that's how many of us discovered use through shorts and then we found your long form and all that stuff 272 00:20:23.880 --> 00:20:26.040 But I think like people 273 00:20:27.240 --> 00:20:33.400 Don't have that budget that big budget to get started or maybe the they do I mean time budget to time budget 274 00:20:33.560 --> 00:20:36.360 Yeah, when I see resources. Yeah, sorry. Keep it yeah same thing, but it's like 275 00:20:37.240 --> 00:20:41.560 But I noticed when I recently attended one of your workshops business workshops and we talked about like 276 00:20:42.520 --> 00:20:49.120 You know the constraint finding the constraint your business and for for people who are trying to build their personal brand their constraint 277 00:20:49.120 --> 00:20:55.160 Maybe content distribution or it might be editing or might be you know getting this stuff out there and I feel like 278 00:20:56.120 --> 00:20:58.120 Like we make investments everywhere else 279 00:20:58.120 --> 00:21:02.360 But and we know that content works and we know that doing more content would work 280 00:21:02.520 --> 00:21:06.040 But we don't do it and you know, why is it that like we spend 281 00:21:07.000 --> 00:21:12.600 Resources and money and time on the shit that is like I even got this realization sitting in the workshop 282 00:21:13.080 --> 00:21:15.000 Like what the fuck am I doing bro? 283 00:21:15.000 --> 00:21:20.440 Like there's something that works why am I not doing more of that and then I'm wasting my time over here 284 00:21:21.000 --> 00:21:24.760 Is it like are we all like do we have to get internal defects like that makes us go this way? 285 00:21:25.000 --> 00:21:27.720 No, I think it's I think it's it's short-term reward. That's it 286 00:21:28.360 --> 00:21:30.360 Like fundamentally like if you can delay reward 287 00:21:31.000 --> 00:21:35.640 If you can actually just work without needing to see some sort of cookie immediately you can beat everybody 288 00:21:36.200 --> 00:21:38.040 Like it's and it's not even like you have to wait that long 289 00:21:38.120 --> 00:21:41.400 You just got to be able to wait longer than most people and most people can't wait ever 290 00:21:43.160 --> 00:21:44.760 at all and so 291 00:21:44.760 --> 00:21:52.120 To to Neil's point one of the what it issues is especially with within the entrepreneurial communities that we're rewarded very early on in our careers for switching 292 00:21:52.600 --> 00:21:57.240 You were in a career that you hated you were in a job. They didn't like you were in some circumstance and you started to start a business 293 00:21:57.560 --> 00:22:02.120 And so you changed you took a massive action you changed your your your conditions, right? 294 00:22:02.200 --> 00:22:06.840 And then you got rewarded for that and the problem is that you need to do that once and then never do it again 295 00:22:08.760 --> 00:22:10.760 Because once you're in now 296 00:22:10.760 --> 00:22:15.560 You's like you've made the big change now the big changes inside that you have to make which is you have to learn to persist 297 00:22:16.520 --> 00:22:21.880 And a lot of that looks like facing the unknown and having no idea what you're going to do and taking steps 298 00:22:21.880 --> 00:22:26.280 Anyways under the faith that with each step you will learn a little bit more and get a little bit better 299 00:22:26.360 --> 00:22:30.520 And you'll be able to see one step ahead and that's all it is and that has not changed my entire entrepreneurial career 300 00:22:30.680 --> 00:22:35.000 People ask me what my five-year plans are I'm like I don't know because five years now off so many options. I can't see 301 00:22:36.040 --> 00:22:38.040 But I know that today I need to do this 302 00:22:38.920 --> 00:22:40.760 And it's the same thing I had to do yesterday 303 00:22:40.920 --> 00:22:45.000 And I will keep doing it until we get to this point because then now we'll open up other options 304 00:22:45.960 --> 00:22:47.640 Yeah, and so like 305 00:22:48.520 --> 00:22:49.480 That 306 00:22:49.480 --> 00:22:56.760 Finding that problem and focusing on it it may not be the most fun thing is what I found like it's gonna be really hard to find that person 307 00:22:56.760 --> 00:22:59.720 Like we haven't tried we've gone through people it didn't work 308 00:23:00.360 --> 00:23:03.160 And we've had to fire people and bring them back and do all these things and then 309 00:23:03.800 --> 00:23:06.520 That part though is where like we're gonna see the most growth 310 00:23:06.680 --> 00:23:09.560 It's the it's the difficult shit that nobody talks about yeah 311 00:23:09.560 --> 00:23:13.960 Most of the solutions that are required to grow a business are not novel interesting or fun 312 00:23:15.000 --> 00:23:19.880 It's like okay, so I'll give you an example like we we bought a company 313 00:23:20.680 --> 00:23:24.200 It's a big chain has 30 something locations and so we're like okay 314 00:23:24.520 --> 00:23:26.760 So we spent four hours redesigning the sales process 315 00:23:27.480 --> 00:23:29.720 The 5x Dell TV and I was like all right 316 00:23:30.600 --> 00:23:36.600 Roll it out over the you know to the neck like retrain the entire staff across all the companies or all the all the locations 317 00:23:37.080 --> 00:23:40.280 They're like that's gonna take like six months and I was like yep. We're not gonna do anything else. That's it 318 00:23:40.360 --> 00:23:41.560 It's all we're gonna do 319 00:23:41.560 --> 00:23:43.160 But what about what about content about ads? 320 00:23:43.160 --> 00:23:49.960 It was like why would we care about any of that like we if we 5x Dell TV with this new sales process that is all that matters 321 00:23:50.840 --> 00:23:54.760 In terms of all the resources we have is there anything else that's going to 5x this business in the next six months? 322 00:23:54.840 --> 00:23:56.760 No, then go away 323 00:23:57.160 --> 00:24:03.160 Like just do that and so a lot of you guys have all of these go away shush ideas that you need to tell yourself like go away shush 324 00:24:03.560 --> 00:24:09.320 Like I don't need to do that like if you have 10 sales guys and those sales guys are doing x volume for you 325 00:24:10.040 --> 00:24:15.800 Then tell me why we can't have 100 sales guys like explain to me the physics of why we can't have 100 sales guys 326 00:24:16.280 --> 00:24:21.240 Or is it simply that like you don't know how to recruit higher and train which is a skilled efficiency and solvable 327 00:24:21.960 --> 00:24:25.320 Or is it that okay? Well after we spend a certain amount of money on ads 328 00:24:25.720 --> 00:24:29.240 We you know our our row-ass stop shopping. Okay, then you're ad suck 329 00:24:29.800 --> 00:24:36.040 Yeah, and see yeah, go ahead you said something like you're not it's not unskillable. You're just unskilled. Yeah 330 00:24:37.000 --> 00:24:40.040 Yeah, it's not like harsh just but yeah, no business is like 331 00:24:40.920 --> 00:24:45.640 I get this question all the time to like am I in the right vehicle and I sometimes I wish I hadn't made that video 332 00:24:46.360 --> 00:24:52.760 Because I feel like it gave a lot of entrepreneurs permission to like jump out on things that are completely legitimate fine businesses and are just hard 333 00:24:54.200 --> 00:24:59.000 And it's stressful and it's always stressful. It never stops being stressful 334 00:24:59.800 --> 00:25:03.640 So like stop seeing stress is a bad thing. Sorry, just as a side rant there. Yeah 335 00:25:04.680 --> 00:25:07.880 But most if you simply frame the thing that you 336 00:25:08.520 --> 00:25:13.080 That is blocking the business as something you do not know how to do so rather than saying 337 00:25:13.560 --> 00:25:17.960 Sales guys don't work for my business say I don't know how to get sales guys to work for my business 338 00:25:18.600 --> 00:25:20.040 Right instead of saying 339 00:25:20.040 --> 00:25:23.160 Facebook ads don't work say I don't know how to make Facebook ads work 340 00:25:23.720 --> 00:25:29.000 All right, there's very big difference and fundamentally first off if you're in a business where there's other players in the marketplace 341 00:25:29.320 --> 00:25:32.200 If someone else is doing it it obviously can be done 342 00:25:33.720 --> 00:25:40.280 And the funny thing is is that to develop the skills that are required for some of these things like Facebook ads or hiring a sales guy or writing a script like 343 00:25:40.760 --> 00:25:43.560 It takes like 20 hours tops 344 00:25:44.440 --> 00:25:51.560 Like Facebook is a gazillion dollar company that had all of these really smart engineers try and make it as easy as possible for you to make money on Facebook 345 00:25:51.800 --> 00:25:53.800 so that you would pay that more money 346 00:25:54.280 --> 00:26:00.600 Like a lot of these tech platforms and people are so afraid of it's like they spend so much money to try and make this easy 347 00:26:00.680 --> 00:26:06.120 And you're still a pussy for not trying because you're afraid of looking stupid to yourself when no one's watching 348 00:26:06.360 --> 00:26:08.360 Which is ridiculous 349 00:26:11.160 --> 00:26:13.080 And so, you know 350 00:26:14.200 --> 00:26:19.880 If I could be honest with you like I remember seeing you speak at Brad Lee's office in 2020 351 00:26:21.080 --> 00:26:23.080 And bro like I was lost man 352 00:26:23.720 --> 00:26:28.120 It wasn't that it was boring. It was just I just got lost. I didn't know what you were saying 353 00:26:28.920 --> 00:26:29.720 uh 354 00:26:29.720 --> 00:26:31.720 So I noticed like 355 00:26:31.720 --> 00:26:34.920 People here who like see Alex now they're like man, this is amazing boba 356 00:26:35.560 --> 00:26:40.600 But I feel like you had you were still of a similar intellect at that time as you are today 357 00:26:41.400 --> 00:26:42.680 but 358 00:26:42.680 --> 00:26:48.120 Now you've become like so much better at presenting and teaching and all the content and so I feel like it's 359 00:26:48.120 --> 00:26:53.320 Is it the reps is it something that you really focused on did you get a coach like how did you go from 360 00:26:54.040 --> 00:26:56.600 Having all this knowledge and throwing it up on spreadsheets 361 00:26:56.600 --> 00:27:01.880 I don't want to understand to being able to present the ideas to where now millions of people in the country learn from you as their teacher 362 00:27:02.840 --> 00:27:09.240 So the process that I outlined in terms of making content better and finding ads that worked is probably the single most repeated process 363 00:27:09.240 --> 00:27:10.440 I have in my life 364 00:27:10.440 --> 00:27:12.440 Which is I do a ton of volume 365 00:27:12.680 --> 00:27:18.360 And then I look at the top 10% of that volume and I see what does this have that's different than this other 90 366 00:27:19.080 --> 00:27:24.760 And then when I see I ideally if I properly identify what the difference is between that 10 and 90 367 00:27:25.160 --> 00:27:28.600 Then I cut out the stuff that's in the 90 and do 10 times more of the 10 368 00:27:29.080 --> 00:27:30.280 And then I do it again 369 00:27:30.280 --> 00:27:35.880 And that has fundamentally been how I've approached everything if I want to look at like how do I improve a sales script 370 00:27:36.040 --> 00:27:37.960 I listened to all the the sales calls 371 00:27:37.960 --> 00:27:41.000 I look at the ones that we were like these these calls are pristine 372 00:27:41.000 --> 00:27:44.200 They're awesome calls like look at the looping all the stuff that's involved 373 00:27:44.200 --> 00:27:46.920 We're like, okay, what was different about these calls versus the others? 374 00:27:46.920 --> 00:27:48.360 Okay, we didn't talk about this thing 375 00:27:48.360 --> 00:27:50.760 We didn't ask this question but we did add this question 376 00:27:50.760 --> 00:27:54.200 And so then the script gets pruned and it gets cleaner and gets tighter 377 00:27:54.200 --> 00:27:56.040 And so when I looked at the content that was doing better 378 00:27:56.200 --> 00:27:58.360 It was content where I didn't use big words 379 00:27:58.360 --> 00:28:00.680 where I didn't talk about complex topics 380 00:28:00.680 --> 00:28:03.960 But or rather I talked about complex topics in a simple way 381 00:28:03.960 --> 00:28:08.280 And so I was like, oh so one of the big one of my first early videos that hit was 382 00:28:10.200 --> 00:28:11.400 Which now has come to haunt me 383 00:28:12.680 --> 00:28:14.920 How to get your wife to go where you want to go to dinner 384 00:28:14.920 --> 00:28:18.600 Which is you know you wouldn't you wouldn't be opposed to going to GCFactory would you 385 00:28:19.400 --> 00:28:22.920 Which now everyone asked me if I'm opposed to doing podcasts and opposed to doing speed 386 00:28:22.920 --> 00:28:24.120 Yeah, that's whatever 387 00:28:25.080 --> 00:28:27.560 But the thing is is that it was a sales technique 388 00:28:27.560 --> 00:28:30.280 But it was applied in a way that could be more accessible to other people 389 00:28:30.280 --> 00:28:32.280 And I see that as kind of like the best of both 390 00:28:32.280 --> 00:28:34.840 Is if you can like I'm not against getting a viral video 391 00:28:35.480 --> 00:28:37.000 As long as it's about business 392 00:28:37.720 --> 00:28:42.200 And so that was a video that talked about a really powerful sales technique 393 00:28:42.200 --> 00:28:45.160 But did it in a context that many people are in every day 394 00:28:45.160 --> 00:28:47.720 Which is figuring out what you want to eat for what do you want to eat for dinner 395 00:28:47.720 --> 00:28:49.000 And so that was a great crossover 396 00:28:49.000 --> 00:28:51.160 So I was like okay what was in this video 397 00:28:51.160 --> 00:28:52.760 I was like well we had big brand names 398 00:28:52.760 --> 00:28:54.840 So that was something that people recognized 399 00:28:54.840 --> 00:28:56.120 I was like I use simple words 400 00:28:56.120 --> 00:28:58.600 I used an experience that happens to many people all the time 401 00:28:58.600 --> 00:29:00.760 But it was tied to something that could make money 402 00:29:00.760 --> 00:29:01.960 So it's like these are all the things 403 00:29:01.960 --> 00:29:05.000 And so then when I'm making other concepts like okay 404 00:29:05.000 --> 00:29:06.760 Is there a brand that we can draw into this 405 00:29:06.760 --> 00:29:08.200 Is there an example we can pull in 406 00:29:08.200 --> 00:29:11.400 Is there and so it's fundamentally doing that process of 407 00:29:12.360 --> 00:29:14.200 The first step that everyone skips 408 00:29:14.200 --> 00:29:15.160 Do a shit ton 409 00:29:16.520 --> 00:29:18.280 Then look at the stuff that worked well 410 00:29:18.280 --> 00:29:19.240 And then do more of that 411 00:29:19.240 --> 00:29:20.840 And I know that sounds incredibly simple 412 00:29:20.840 --> 00:29:22.600 And the only thing simpler is just not doing it 413 00:29:23.400 --> 00:29:24.200 Yeah that's true 414 00:29:24.200 --> 00:29:25.800 And so this is part of the pre-work 415 00:29:25.800 --> 00:29:27.080 Sometimes you talk about 416 00:29:27.080 --> 00:29:28.600 So it used to be that 417 00:29:28.600 --> 00:29:29.800 You know 418 00:29:29.800 --> 00:29:31.000 And I'd done this too 419 00:29:31.000 --> 00:29:32.040 We would just go in the studio 420 00:29:32.040 --> 00:29:33.320 We got to make content 421 00:29:33.320 --> 00:29:35.480 And shoot from the hip 422 00:29:35.480 --> 00:29:38.040 Turns into like a nightmare afterwards 423 00:29:38.040 --> 00:29:39.800 We have to clean it all up and figure it out 424 00:29:39.800 --> 00:29:41.480 And then sometimes I thought that was the easiest 425 00:29:41.480 --> 00:29:42.600 Because I just know the time 426 00:29:43.240 --> 00:29:44.680 But you've talked about a process 427 00:29:44.680 --> 00:29:46.520 Recently where you switched to doing more pre-work 428 00:29:46.520 --> 00:29:47.560 Can you talk about this 429 00:29:47.640 --> 00:29:49.400 Yeah and we have a little saying is that 430 00:29:49.400 --> 00:29:50.680 Was it an ounce of 431 00:29:50.680 --> 00:29:52.680 Freeze where the pound of post 432 00:29:52.680 --> 00:29:53.800 That's our little 433 00:29:53.800 --> 00:29:54.760 All the media guys are like 434 00:29:54.760 --> 00:29:55.880 Please more pre-work 435 00:29:55.880 --> 00:29:58.760 Because more stuff they have to do on post otherwise 436 00:29:59.480 --> 00:30:00.440 I will say this 437 00:30:00.440 --> 00:30:01.800 Have you ever who here makes content 438 00:30:01.800 --> 00:30:03.000 Can I get a hand raise? 439 00:30:03.000 --> 00:30:04.760 Okay so keep your hand raised 440 00:30:04.760 --> 00:30:06.760 If the content 441 00:30:06.760 --> 00:30:07.720 If you've had a piece of content 442 00:30:07.720 --> 00:30:09.560 You made that you like really prepared a lot for it 443 00:30:09.560 --> 00:30:10.360 You don't not all of them 444 00:30:10.360 --> 00:30:12.520 Like you've had one that you really like took some time on 445 00:30:12.520 --> 00:30:13.080 Okay 446 00:30:13.080 --> 00:30:15.320 Did that piece outperform your normal pieces 447 00:30:17.880 --> 00:30:19.880 Okay well some of you suck at making content 448 00:30:22.840 --> 00:30:23.960 The thing is is that 449 00:30:23.960 --> 00:30:26.360 When we prep a lot for a video 450 00:30:26.360 --> 00:30:28.280 We know that it's going to do better in general 451 00:30:28.280 --> 00:30:30.280 And so there's those 452 00:30:30.280 --> 00:30:31.400 And then there's the equal opposite 453 00:30:31.400 --> 00:30:33.560 Which is where I'm fired up about something 454 00:30:33.560 --> 00:30:34.680 I'm like turn the fucking camera on 455 00:30:34.680 --> 00:30:35.960 Like I'm tired of this 456 00:30:35.960 --> 00:30:37.160 And so then it just becomes a rant 457 00:30:37.160 --> 00:30:38.840 But like those are kind of the two polar extremes 458 00:30:38.840 --> 00:30:40.440 The middle is where it kind of sucks 459 00:30:40.440 --> 00:30:42.040 Right where you're going in your punch in the clock 460 00:30:42.040 --> 00:30:44.040 Or like alright what are we gonna talk about today 461 00:30:44.040 --> 00:30:46.040 Like might as well not make it 462 00:30:46.200 --> 00:30:48.200 But fundamentally if you have each video 463 00:30:48.200 --> 00:30:50.920 That you outline with what is the promise for this person 464 00:30:50.920 --> 00:30:53.000 Right what is the proof that I can deliver on that promise 465 00:30:53.000 --> 00:30:55.080 And then what's the plan that I'm going to walk them through 466 00:30:55.080 --> 00:30:57.000 And you want to get that all that done 467 00:30:57.000 --> 00:30:58.600 In like eight seconds if it's a long 468 00:30:59.320 --> 00:31:00.360 Like we're experimenting right now 469 00:31:00.360 --> 00:31:02.040 I'll tell you guys a fun experiment we're running 470 00:31:02.040 --> 00:31:04.440 We're trying it we're trying a no intro video 471 00:31:05.480 --> 00:31:06.840 Yeah it's going to be really weird 472 00:31:06.840 --> 00:31:07.640 We're gonna see what happens 473 00:31:07.640 --> 00:31:10.520 But like I'm so convinced that just the more and more 474 00:31:10.520 --> 00:31:11.960 We shorten this intro 475 00:31:11.960 --> 00:31:13.080 People like think about you 476 00:31:13.080 --> 00:31:13.880 You consume a video 477 00:31:13.880 --> 00:31:16.360 You just like you just you skip past it 478 00:31:16.360 --> 00:31:17.400 You just want to get to the meat 479 00:31:18.120 --> 00:31:20.200 And so I was like all right well if we have 480 00:31:20.200 --> 00:31:23.960 You know 13 ways to create a monopoly ethically 481 00:31:23.960 --> 00:31:25.320 We should just make it like 482 00:31:25.320 --> 00:31:26.520 All right so the first way is 483 00:31:26.520 --> 00:31:28.120 And just go right into the video 484 00:31:28.120 --> 00:31:29.800 And so and then have a lower third 485 00:31:29.800 --> 00:31:32.120 That edifies me and covers some of the like who is this guy 486 00:31:32.760 --> 00:31:34.280 And so anyways that's stuff we're experimenting with 487 00:31:34.280 --> 00:31:37.000 But just to give you an idea of how much I really want to compress that 488 00:31:37.000 --> 00:31:38.920 And that's the stuff that we will obsess about 489 00:31:39.480 --> 00:31:41.000 And in ads for example 490 00:31:41.000 --> 00:31:41.960 I know I'm going off but 491 00:31:42.680 --> 00:31:43.480 Oh 492 00:31:43.640 --> 00:31:46.040 The first if you run paid ads the first half second 493 00:31:46.600 --> 00:31:47.720 Is tiny 494 00:31:47.720 --> 00:31:48.840 It's tiny tiny 495 00:31:48.840 --> 00:31:50.840 Like you have to obsess about it 496 00:31:50.840 --> 00:31:53.320 And I've been running ads for a long time now 497 00:31:53.320 --> 00:31:55.640 And I've been making content for a short time 498 00:31:57.000 --> 00:31:59.320 But in both of those all I can tell you is that 499 00:32:00.120 --> 00:32:02.520 It's been unidirectional in terms of my obsession 500 00:32:02.520 --> 00:32:04.200 With the first moments 501 00:32:05.000 --> 00:32:06.600 It's all about the first moments 502 00:32:06.600 --> 00:32:08.280 And so some of you do have amazing videos 503 00:32:08.280 --> 00:32:09.320 That you spent a really long time on 504 00:32:09.320 --> 00:32:12.120 But it took you 45 seconds to get to the point of the video 505 00:32:12.840 --> 00:32:13.880 And you lost everybody 506 00:32:14.760 --> 00:32:17.560 And so if you can just get to the point faster 507 00:32:17.560 --> 00:32:21.080 And say as much as you can with as few words as you can 508 00:32:21.080 --> 00:32:24.200 You may really like you don't want to make a 45 minute video if you can say it in five 509 00:32:25.160 --> 00:32:29.560 And so it's about value per second not seconds of value 510 00:32:31.080 --> 00:32:33.640 And that by the way goes for everybody who's in education 511 00:32:33.640 --> 00:32:36.040 So if you help people if you train people you do whatever 512 00:32:36.600 --> 00:32:40.120 It's about how can I distill this in as few words as humanly possible 513 00:32:40.120 --> 00:32:41.960 And if you've never done this before 514 00:32:41.960 --> 00:32:45.720 Take your words put them into Hemingway or any writing app 515 00:32:45.720 --> 00:32:47.240 That gives you a grade level 516 00:32:47.240 --> 00:32:49.720 Keep beating it up until you get to third grade 517 00:32:49.720 --> 00:32:51.800 And then look at what the language looks like 518 00:32:51.800 --> 00:32:53.560 If you start speaking in that way 519 00:32:53.560 --> 00:32:55.240 People understand you better 520 00:32:55.240 --> 00:32:56.440 What you're not going to do is people like 521 00:32:56.920 --> 00:32:58.360 If people can't understand me 522 00:32:58.360 --> 00:32:59.240 I don't want their business 523 00:32:59.240 --> 00:33:00.040 It's like well I do 524 00:33:01.960 --> 00:33:03.160 Their money spends the same 525 00:33:04.040 --> 00:33:04.520 And so 526 00:33:06.280 --> 00:33:07.400 So what happens is 527 00:33:08.040 --> 00:33:11.160 If you if you make it simpler for people to understand 528 00:33:11.800 --> 00:33:15.160 More people will and the people at the top will simply 529 00:33:15.880 --> 00:33:16.920 Enjoy it more 530 00:33:17.800 --> 00:33:20.280 Because it requires less mental effort 531 00:33:20.840 --> 00:33:23.080 For them to consume it which by the way 532 00:33:23.080 --> 00:33:27.160 Part of the reason that being an authority and having proof that you can do what you say you can do 533 00:33:28.120 --> 00:33:30.840 Matters is because it's actually more efficient for the listener 534 00:33:31.480 --> 00:33:34.360 If you're a teacher who says they can help me to invest 535 00:33:34.360 --> 00:33:37.240 You might have information that's better than Warren Buffett's 536 00:33:37.240 --> 00:33:41.480 But I constantly have to appraise what you're saying in real time to decide 537 00:33:41.480 --> 00:33:43.640 Whether I do think it's better or not 538 00:33:43.640 --> 00:33:46.040 If the richest man in the world gives you investing advice 539 00:33:46.040 --> 00:33:46.840 You actually don't have 540 00:33:46.840 --> 00:33:48.200 You turn that part of your brain off 541 00:33:48.200 --> 00:33:50.280 You're like I'm just going to listen and take it as fact 542 00:33:50.280 --> 00:33:51.480 And so it's actually 543 00:33:51.480 --> 00:33:54.120 Lays your consumption to listen to an authority 544 00:33:54.120 --> 00:33:56.120 Which comes into whole ethical things around persuasion 545 00:33:56.120 --> 00:33:58.280 But like fundamentally that is why 546 00:33:59.000 --> 00:34:02.280 Demonstrating authority is so important because it actually makes it easier for them 547 00:34:02.280 --> 00:34:04.280 It's less effort for the consumer 548 00:34:04.280 --> 00:34:07.320 Yeah, and so like for that looks like for so many people here is like 549 00:34:07.320 --> 00:34:10.200 Hey in the last 12 months I've been able to help 550 00:34:10.200 --> 00:34:14.520 This many clients do this result or you know show one of those results and then now 551 00:34:14.520 --> 00:34:15.800 We're watching it 552 00:34:15.800 --> 00:34:18.600 The viewers average is like the average year is watching saying 553 00:34:18.600 --> 00:34:21.400 I don't have to decide if this guy's full of shit 554 00:34:21.400 --> 00:34:24.040 I can just listen to the video or watch the video 555 00:34:24.040 --> 00:34:26.440 So I love that and so you talk about TTV 556 00:34:27.400 --> 00:34:30.200 In the business sense when we have our products 557 00:34:30.200 --> 00:34:33.000 And TTV times of time to value is this the same 558 00:34:33.000 --> 00:34:34.200 Concept in video 559 00:34:34.200 --> 00:34:35.160 100% 560 00:34:35.160 --> 00:34:37.880 Okay, so like we talk about value per second 561 00:34:37.880 --> 00:34:40.040 So a lot of the people in the room who said 562 00:34:40.040 --> 00:34:42.360 Let's do this because I think this is really helpful for people 563 00:34:43.160 --> 00:34:44.840 here and watching this 564 00:34:44.840 --> 00:34:46.440 they 565 00:34:46.440 --> 00:34:49.320 People that said they spent a lot of time on that video 566 00:34:49.320 --> 00:34:51.560 And they thought it was going to be a banger and it wasn't 567 00:34:51.560 --> 00:34:52.440 They bombed 568 00:34:52.440 --> 00:34:52.760 Yeah 569 00:34:52.760 --> 00:34:55.480 It got like 13 views on YouTube and it got 570 00:34:55.480 --> 00:34:57.640 8 on Instagram and they're like 571 00:34:57.640 --> 00:35:00.040 They DM me at 11 o'clock at night saying 572 00:35:00.040 --> 00:35:02.280 Neil I know you're in the you've featured content 573 00:35:02.280 --> 00:35:03.640 But it just doesn't work for me 574 00:35:03.640 --> 00:35:05.240 Yeah 575 00:35:05.240 --> 00:35:07.240 It was probably because of this 576 00:35:07.240 --> 00:35:09.640 Yeah it's most likely to be 100% 577 00:35:09.640 --> 00:35:10.520 100% 578 00:35:10.520 --> 00:35:12.520 Well there's two extremes 579 00:35:12.520 --> 00:35:13.880 That if you're that person right 580 00:35:13.880 --> 00:35:16.040 So if you're that person I'm talking to you 581 00:35:16.040 --> 00:35:17.160 So if two options 582 00:35:17.160 --> 00:35:19.000 One is you can say 583 00:35:19.000 --> 00:35:20.360 I will never do content again 584 00:35:20.360 --> 00:35:24.040 I mean that's like taking the logical stream 585 00:35:24.040 --> 00:35:24.760 Like that's it 586 00:35:24.760 --> 00:35:26.120 I will never try again 587 00:35:26.120 --> 00:35:27.400 I am so fragile 588 00:35:27.400 --> 00:35:29.080 That me putting an hour into a video 589 00:35:29.080 --> 00:35:30.280 And in our working out 590 00:35:30.280 --> 00:35:32.600 That I will forever forego a free form 591 00:35:32.600 --> 00:35:34.440 Of advertising that could get me customers 592 00:35:34.440 --> 00:35:37.240 I'm like that's that's what you can do 593 00:35:37.240 --> 00:35:37.480 Right? 594 00:35:37.480 --> 00:35:38.680 Like that's an option 595 00:35:38.680 --> 00:35:43.240 Or you try again 596 00:35:43.240 --> 00:35:46.680 Like that's it 597 00:35:46.680 --> 00:35:47.320 Like you try again 598 00:35:47.320 --> 00:35:49.160 And you make 10 videos that you spend an hour on 599 00:35:49.160 --> 00:35:50.920 And you still look at the one that did better of the 10 600 00:35:50.920 --> 00:35:53.080 You say what did this one have that the other one's didn't 601 00:35:53.080 --> 00:35:54.680 And then you do more of that 602 00:35:54.680 --> 00:35:56.920 And over time we talk about having 603 00:35:56.920 --> 00:35:59.400 So at I was knock on we've saying it's um 604 00:35:59.400 --> 00:36:00.760 No silver bullets 605 00:36:00.760 --> 00:36:02.760 Only golden babies 606 00:36:02.760 --> 00:36:05.480 And so the things that create excellence 607 00:36:05.480 --> 00:36:06.520 Are never one big things 608 00:36:06.520 --> 00:36:09.160 If it was one big thing everyone would do that big thing 609 00:36:09.160 --> 00:36:11.160 And realistically if there ever are silver bullets 610 00:36:11.160 --> 00:36:12.360 Everyone immediately starts doing them 611 00:36:12.360 --> 00:36:13.480 And the whole industry moves up 612 00:36:13.480 --> 00:36:15.480 And then it becomes baseline again 613 00:36:15.480 --> 00:36:17.160 And so it's all the details 614 00:36:17.160 --> 00:36:19.720 It's the 99 golden babies that matter 615 00:36:19.720 --> 00:36:22.360 And so if you don't already have checklists 616 00:36:22.360 --> 00:36:24.200 Live by checklists 617 00:36:24.200 --> 00:36:26.360 Like live because you can't keep it on your head 618 00:36:26.360 --> 00:36:28.680 It's like okay I have to have the interest to have these four things 619 00:36:28.680 --> 00:36:31.080 And I also like just have it in front of you 620 00:36:31.080 --> 00:36:32.920 And you're like okay let's make sure 621 00:36:32.920 --> 00:36:34.520 And one of the things I would encourage you to do 622 00:36:34.520 --> 00:36:37.640 Like I wish my my team could like nod their heads right now 623 00:36:37.640 --> 00:36:39.720 We will sometimes go through an entire video 624 00:36:39.720 --> 00:36:41.720 And finish it and we'll both and I'll be like 625 00:36:43.000 --> 00:36:44.600 I think we can do that one just again 626 00:36:44.600 --> 00:36:46.280 But better and they're like 627 00:36:46.280 --> 00:36:47.320 Just run it again 628 00:36:47.320 --> 00:36:48.280 And so we run it again 629 00:36:48.280 --> 00:36:50.120 And sometimes we get at the end we're like 630 00:36:50.120 --> 00:36:52.120 I feel like we could do a better the third time 631 00:36:52.120 --> 00:36:53.160 And it's like all right 632 00:36:53.160 --> 00:36:55.640 Even though I've just said the same thing 633 00:36:55.640 --> 00:36:56.920 For the last two hours 634 00:36:56.920 --> 00:36:58.280 Because I just did an hour long video 635 00:36:58.280 --> 00:36:59.560 Took it again hour long video 636 00:36:59.560 --> 00:37:00.200 Took it again 637 00:37:00.200 --> 00:37:02.920 And then the third try it comes out perfect 638 00:37:02.920 --> 00:37:04.920 And then it crashes 639 00:37:04.920 --> 00:37:06.520 And so I think like 640 00:37:06.520 --> 00:37:08.200 One of my favorite things in training is 641 00:37:08.200 --> 00:37:09.400 Awesome again 642 00:37:11.880 --> 00:37:12.920 Like you're training a sales guy 643 00:37:12.920 --> 00:37:14.440 Like awesome again 644 00:37:15.400 --> 00:37:17.240 And so when you're training yourself 645 00:37:17.240 --> 00:37:18.840 You should have to think of yourself like awesome 646 00:37:18.840 --> 00:37:20.200 Again 647 00:37:20.200 --> 00:37:21.880 Yeah and I love that because 648 00:37:21.880 --> 00:37:23.320 It's like more reps 649 00:37:23.320 --> 00:37:25.640 But also being intentional about the process 650 00:37:25.640 --> 00:37:28.120 Like he talked about success leaves clues 651 00:37:28.120 --> 00:37:29.880 Why did this piece of kind of do better 652 00:37:29.880 --> 00:37:31.720 How can we go deeper on that 653 00:37:31.720 --> 00:37:33.880 And I love the idea of just having a checklist 654 00:37:33.880 --> 00:37:35.160 Yeah like really simply 655 00:37:35.160 --> 00:37:36.920 What you have to go through to make each video 656 00:37:36.920 --> 00:37:38.040 What are all the elements of proof 657 00:37:38.040 --> 00:37:39.240 Does this thing have it 658 00:37:39.240 --> 00:37:40.040 What are all the ones like 659 00:37:40.040 --> 00:37:40.680 What are all the elements 660 00:37:40.680 --> 00:37:43.080 I made this the one proof video that I have really good 661 00:37:43.160 --> 00:37:45.400 Okay well it started with a painful experience 662 00:37:46.120 --> 00:37:47.640 All right let's make sure that all the ones we have 663 00:37:47.640 --> 00:37:48.760 Start with painful experiences 664 00:37:48.760 --> 00:37:49.640 Not saying that's what it is 665 00:37:49.640 --> 00:37:50.520 But I'm saying hypothetically 666 00:37:50.520 --> 00:37:52.200 That would be one of the things that you could have 667 00:37:52.200 --> 00:37:54.520 Yeah and so a lot of people are concerned 668 00:37:54.520 --> 00:37:55.800 About AI 669 00:37:55.800 --> 00:37:57.240 And you know deep fakes 670 00:37:57.240 --> 00:37:59.240 And all these people making content and stuff 671 00:37:59.240 --> 00:38:01.640 And AI is going to take over the content generation 672 00:38:01.640 --> 00:38:03.240 But you talk 673 00:38:03.240 --> 00:38:04.760 You did a piece of content recently 674 00:38:04.760 --> 00:38:07.080 About how to create AI proof content 675 00:38:07.080 --> 00:38:09.240 Like I'm not proof in this concept 676 00:38:09.240 --> 00:38:10.120 But like AI proof 677 00:38:10.120 --> 00:38:12.120 Like it's where a meme from that 678 00:38:12.200 --> 00:38:13.160 What are that 679 00:38:13.160 --> 00:38:15.480 So unless AI lies 680 00:38:16.520 --> 00:38:18.040 It can't talk about what it did in the real world 681 00:38:19.560 --> 00:38:21.560 Um 682 00:38:21.560 --> 00:38:23.320 So you could talk about what you've done 683 00:38:26.200 --> 00:38:27.000 Yeah 684 00:38:27.000 --> 00:38:28.440 Simple 685 00:38:28.440 --> 00:38:30.680 So yeah it's like a documenting the stuff 686 00:38:30.680 --> 00:38:31.880 That you actually done in the world 687 00:38:31.880 --> 00:38:33.400 So like you do shit and then talk about what you did 688 00:38:34.120 --> 00:38:35.960 Then no one else can talk about the stuff you did 689 00:38:35.960 --> 00:38:37.080 Because only you did it 690 00:38:38.040 --> 00:38:38.920 It's very simple 691 00:38:38.920 --> 00:38:39.960 I love that 692 00:38:39.960 --> 00:38:41.320 And also uh 693 00:38:41.320 --> 00:38:44.120 If you keep doing things you'll never run out of ideas for your content 694 00:38:44.120 --> 00:38:44.600 A hundred 695 00:38:44.600 --> 00:38:46.680 Like I so because I often get that like 696 00:38:46.680 --> 00:38:48.120 Where do you think of content ideas 697 00:38:48.120 --> 00:38:49.080 I'm like I don't 698 00:38:49.080 --> 00:38:51.480 I have a hundred other ones that I could probably make 699 00:38:51.480 --> 00:38:52.360 But I just 700 00:38:52.360 --> 00:38:54.040 I look at my calendar 701 00:38:54.040 --> 00:38:56.280 And I look at all the conversation that I had 702 00:38:56.280 --> 00:38:57.160 Over the last week 703 00:38:57.160 --> 00:38:57.640 And I think 704 00:38:57.640 --> 00:38:58.280 Ha 705 00:38:58.280 --> 00:38:59.320 This is kind of interesting 706 00:38:59.320 --> 00:39:00.120 This is kind of interesting 707 00:39:00.120 --> 00:39:00.600 And guess what 708 00:39:00.600 --> 00:39:02.440 When you look at real life experiences 709 00:39:02.440 --> 00:39:03.800 You have examples 710 00:39:03.800 --> 00:39:05.160 Because they're real 711 00:39:05.160 --> 00:39:05.480 Right 712 00:39:05.480 --> 00:39:06.440 And so I would 713 00:39:06.440 --> 00:39:07.800 And I'll tell you for myself 714 00:39:07.800 --> 00:39:09.240 For all the content that I make 715 00:39:09.240 --> 00:39:11.400 It's very rare that theoretical content does well 716 00:39:12.040 --> 00:39:13.240 Like if you want to teach a concept 717 00:39:13.240 --> 00:39:14.120 It's like 718 00:39:14.120 --> 00:39:16.360 Concepts are you know a dime a dozen 719 00:39:16.360 --> 00:39:17.720 Like giving people examples 720 00:39:17.720 --> 00:39:19.240 Making it real for them is what 721 00:39:19.960 --> 00:39:22.120 They value because they want to use it in the real world 722 00:39:22.120 --> 00:39:22.760 In their lives 723 00:39:23.640 --> 00:39:25.640 And so the best way to know that it will work 724 00:39:25.640 --> 00:39:27.800 In their life is that you told them that it worked in your life 725 00:39:28.440 --> 00:39:29.640 And here's how 726 00:39:29.640 --> 00:39:30.600 Right and so that's 727 00:39:30.600 --> 00:39:32.120 Fundamentally I think if you 728 00:39:32.120 --> 00:39:33.960 That's what we call one of zero content 729 00:39:33.960 --> 00:39:35.560 Which is something that only we can make 730 00:39:36.440 --> 00:39:38.280 And so everybody here can make content 731 00:39:38.280 --> 00:39:40.920 That no one else can make by simply talking about the stuff that you've done 732 00:39:40.920 --> 00:39:42.040 That no one else has done 733 00:39:43.240 --> 00:39:45.000 I love that and um 734 00:39:45.000 --> 00:39:46.520 This is 735 00:39:46.520 --> 00:39:50.120 Interesting when we talk about people in the room who talk about one quick 736 00:39:50.120 --> 00:39:51.640 I want to one quick add on that 737 00:39:51.640 --> 00:39:53.640 So there's two ways that you can show proof right 738 00:39:53.640 --> 00:39:56.600 So if you're if you're advanced or you've been doing this a while 739 00:39:56.600 --> 00:39:58.360 Then you want to show proof of results 740 00:39:58.360 --> 00:40:01.960 Period as many as you possibly can in the format of talked about the most believable way 741 00:40:01.960 --> 00:40:02.920 Great 742 00:40:02.920 --> 00:40:04.200 If you're newer 743 00:40:04.200 --> 00:40:05.720 You can show proof of effort 744 00:40:06.680 --> 00:40:08.280 So I could have said 745 00:40:08.280 --> 00:40:09.880 I've made 35,000 posts 746 00:40:10.760 --> 00:40:12.840 That's still enough work that people are like 747 00:40:12.840 --> 00:40:14.120 Well, I don't want to do that work 748 00:40:14.120 --> 00:40:15.480 I want to see what he learned 749 00:40:15.480 --> 00:40:17.160 And so fundamentally when you're making content 750 00:40:17.160 --> 00:40:20.120 One of the easiest frames to use is how can I give someone time back 751 00:40:21.080 --> 00:40:23.080 So people want to buy time at a bargain 752 00:40:23.640 --> 00:40:25.640 And so if you can just say look at this took me 753 00:40:26.440 --> 00:40:29.320 You know, I took a thousand sales calls are like for me 754 00:40:29.320 --> 00:40:30.920 I even when I was saying just now 755 00:40:30.920 --> 00:40:33.480 I reviewed it took me four hours review two thousand ads 756 00:40:33.560 --> 00:40:36.200 You're like well, I don't want to have to make two thousand ads and take four hours 757 00:40:36.200 --> 00:40:37.000 I'll list like 758 00:40:38.600 --> 00:40:41.960 What's the thing that you learned right like that's the idea 759 00:40:41.960 --> 00:40:45.080 And so you can do that by just looking at the stuff within your business 760 00:40:45.080 --> 00:40:48.520 And so this process of look at look back see what worked 761 00:40:49.400 --> 00:40:51.560 That is how you create content 762 00:40:51.560 --> 00:40:53.080 It's how you solve your own problems 763 00:40:53.080 --> 00:40:55.080 And so whenever you make a little framework for your team 764 00:40:55.080 --> 00:40:56.920 Just tell other people about it 765 00:40:56.920 --> 00:40:58.280 And for those you were like 766 00:40:58.280 --> 00:41:00.760 Another team's going to use my checklist 767 00:41:00.760 --> 00:41:02.520 Lots of teams use my checklists 768 00:41:02.600 --> 00:41:03.800 Has it made me last money 769 00:41:04.680 --> 00:41:07.160 Yeah, you even said something recently where somebody said hey 770 00:41:08.040 --> 00:41:09.240 I came up with the closer 771 00:41:09.240 --> 00:41:10.280 Oh yeah 772 00:41:10.280 --> 00:41:12.280 And no you're like no I came up with that 773 00:41:12.280 --> 00:41:13.240 Or you know like how 774 00:41:13.240 --> 00:41:14.200 How did like 775 00:41:14.200 --> 00:41:15.480 Can you explain this really quick 776 00:41:15.480 --> 00:41:17.000 Yeah, sure no I had a guy who was like 777 00:41:17.000 --> 00:41:19.400 Hey I really hate like he saw me walk around in public 778 00:41:19.400 --> 00:41:21.320 Was like I actually hate you for a really long time man 779 00:41:21.320 --> 00:41:21.800 And I was like 780 00:41:23.560 --> 00:41:24.360 Cool 781 00:41:24.360 --> 00:41:25.560 He's like I don't know anymore 782 00:41:25.560 --> 00:41:25.960 I was like 783 00:41:26.760 --> 00:41:27.560 Thanks yeah 784 00:41:28.600 --> 00:41:31.000 And then he DM me afterwards because he followed me wherever 785 00:41:31.080 --> 00:41:33.560 And he was like hey it was because you stole closer from me 786 00:41:33.560 --> 00:41:35.080 But I've gotten over and I'm fine with it now 787 00:41:35.080 --> 00:41:35.560 I was like 788 00:41:36.600 --> 00:41:37.560 Probably 789 00:41:37.560 --> 00:41:39.560 I don't know the fuck you are man 790 00:41:41.560 --> 00:41:43.800 No but the thing is just like 791 00:41:44.600 --> 00:41:48.920 Do you think it's possible that close the word is something that many sales people have talked about 792 00:41:48.920 --> 00:41:50.840 And it's got five or six letters in it 793 00:41:50.840 --> 00:41:54.520 So it's kind of easy to make an acronym that has a process around it 794 00:41:54.520 --> 00:41:57.240 There's probably more and you know what there's another guy who's like 795 00:41:57.240 --> 00:42:00.520 Most you stole that one from me right like there's there's always going to be 796 00:42:01.320 --> 00:42:04.520 Things that people feel like you're stealing from them or that whatever 797 00:42:07.240 --> 00:42:08.520 First off 798 00:42:08.520 --> 00:42:10.680 If you were better at teaching it everyone would notice his 799 00:42:11.560 --> 00:42:14.680 First off second of all I've been doing it four years before him 800 00:42:15.400 --> 00:42:17.400 thirdly 801 00:42:17.400 --> 00:42:19.160 Even if 802 00:42:19.160 --> 00:42:20.840 Who cares 803 00:42:20.840 --> 00:42:21.800 Yeah 804 00:42:21.800 --> 00:42:23.560 Does he own the concept 805 00:42:23.560 --> 00:42:27.480 Like you think snapchat was like Instagram you took stories from us 806 00:42:29.320 --> 00:42:30.920 Deal with it 807 00:42:30.920 --> 00:42:32.840 Yeah, it's competition it's how it works 808 00:42:32.840 --> 00:42:37.240 I remember I took I had a I went to a lawyer when someone copied my ads word for word 809 00:42:37.240 --> 00:42:39.880 And they were like yeah, that's that's just competition man 810 00:42:39.880 --> 00:42:41.880 Like this is an IP 811 00:42:42.200 --> 00:42:46.280 They're like this is what makes America he's like no you have to get better and I was like well shit 812 00:42:48.680 --> 00:42:50.680 Yeah 813 00:42:54.120 --> 00:42:58.200 people complain that you know this guy stole my content this guy 814 00:42:58.200 --> 00:43:02.840 It's like these are just concepts many of us and oh so many of us are in the same industry in this room 815 00:43:03.400 --> 00:43:07.640 And you don't own the concept and I think like that's all kind of a freeing thing like hey 816 00:43:07.640 --> 00:43:12.760 I could just talk about my thing and not worry if I'm copying or not copying somebody else and the second 817 00:43:12.760 --> 00:43:15.800 So one is even if you leaned into it and said yeah and 818 00:43:17.960 --> 00:43:20.120 We can do about it you're gonna make more content 819 00:43:21.000 --> 00:43:22.120 You know 820 00:43:22.120 --> 00:43:24.120 Beat me 821 00:43:24.120 --> 00:43:25.560 Like it's beat me 822 00:43:25.560 --> 00:43:29.320 Like like everyone wants it like they threaten you with some sort of moral imperative 823 00:43:29.960 --> 00:43:31.960 And you're like oh 824 00:43:31.960 --> 00:43:33.960 I can copy your content 825 00:43:34.520 --> 00:43:36.520 And what are you gonna do? 826 00:43:36.520 --> 00:43:38.360 You know to cry to mom we're gonna do 827 00:43:38.360 --> 00:43:43.240 Beat me you know what I mean and so we have this I would never it's like it doesn't even matter 828 00:43:43.240 --> 00:43:47.000 I think it's stupid to copy content because you're copying somebody else's life which is dumb 829 00:43:47.080 --> 00:43:48.920 But like for that to be the argument 830 00:43:49.800 --> 00:43:51.800 What a waste of time 831 00:43:51.800 --> 00:43:52.680 Yeah 832 00:43:52.680 --> 00:43:53.560 100% 833 00:43:53.560 --> 00:43:59.000 And so I want to get into like a few things about the con like actual content strategy and then 834 00:44:00.600 --> 00:44:02.200 As we wrap up 835 00:44:02.200 --> 00:44:06.600 A one of the obstacles that everybody in this room faces which is they tell me they don't have time for content 836 00:44:06.600 --> 00:44:08.520 Okay, so first things first 837 00:44:08.520 --> 00:44:10.520 Calls to action CTAs in your videos 838 00:44:11.240 --> 00:44:14.120 Could you give us some guidance like where where do you where do you feel about this? 839 00:44:14.120 --> 00:44:16.680 Like what have you seen works? What doesn't work? Where should we put them? 840 00:44:16.680 --> 00:44:19.880 How often should we put CTAs in content? Yeah, so I think 841 00:44:21.320 --> 00:44:25.960 This is my two cents so we try and put I used to put them in the in the end middle 842 00:44:26.200 --> 00:44:30.440 We now do like 30-ish percent through the video because you just get more people are gonna see it 843 00:44:30.760 --> 00:44:34.840 So about a third of the way through is where we where we do our little integrations is what we call them 844 00:44:35.160 --> 00:44:38.680 I never have um, not never but I try not to put 845 00:44:39.320 --> 00:44:40.920 pre-recorded 846 00:44:40.920 --> 00:44:44.840 CTAs in I try and relate it to the content because then it kind of flows more naturally 847 00:44:44.840 --> 00:44:49.480 It doesn't seem weird and so we'll also think like right after we do a video. We're like, okay 848 00:44:49.960 --> 00:44:52.280 What's the right CTA for this video? 849 00:44:52.280 --> 00:44:56.760 So if you have the same thing like I don't want to have the same TTA like you want to have different lead magnets 850 00:44:56.760 --> 00:44:58.520 Different kind of problems that you can solve 851 00:44:59.400 --> 00:45:01.800 That you can direct people so it's like it's a video about starting a business 852 00:45:01.800 --> 00:45:03.880 And I'm like hey, you should check out school, right? It's free 853 00:45:05.400 --> 00:45:09.880 And if it's if it's somebody who's you know if it's a really if it's about private equity and like dead 854 00:45:09.960 --> 00:45:13.720 I'm like all right. We should check out one of the workshops that I was in a calm where he should apply to become a portfolio company 855 00:45:14.040 --> 00:45:16.040 Right, so it's like I want to make sure that it's relevant 856 00:45:16.600 --> 00:45:19.400 And if I'm talking about like offers or like a really tactical lead thing 857 00:45:19.400 --> 00:45:24.120 I'm like oh check out my book like it's I have a whole thing on that and so it's it's just directing where I think it makes the most sense 858 00:45:24.200 --> 00:45:26.200 And I think number one that that's 859 00:45:26.200 --> 00:45:27.240 Number one 860 00:45:27.240 --> 00:45:31.480 Number two is okay. How do you make CTAs? I think the problem is less about CTAs 861 00:45:31.480 --> 00:45:33.320 I think it's more than there's none of value in general 862 00:45:34.360 --> 00:45:38.120 And so it's like if you make the video in half of its CTA there's just not enough value 863 00:45:38.200 --> 00:45:41.800 You haven't like deposited enough to create motivation for somebody to take action 864 00:45:42.280 --> 00:45:45.720 And so as long as you like as long as you have a bang in video 865 00:45:46.520 --> 00:45:48.520 Like you can put CTAs in I 866 00:45:48.680 --> 00:45:52.760 It's just don't take up a huge amount of time. Let them know like what is it? 867 00:45:53.320 --> 00:45:57.800 Why is it important? How do they get it? That's it and then just move on and they'll just keep it very simple 868 00:45:58.120 --> 00:46:01.560 So these are like 30 seconds in the middle. Oh, I think they're even less than that. I think mine are like 869 00:46:02.440 --> 00:46:02.840 eight 870 00:46:02.840 --> 00:46:05.960 I mean they're they're just like hey if you like this and you're trying to grow your company 871 00:46:05.960 --> 00:46:08.920 I was like we just started acquisition.com's workshop division 872 00:46:09.160 --> 00:46:12.440 It's like except you're you know one to 20 million. It's like it's probably a good good set for you 873 00:46:12.520 --> 00:46:18.280 You can check it out see see it there and then set like that. He just did one for you here. There you go 874 00:46:19.160 --> 00:46:20.120 So 875 00:46:20.120 --> 00:46:24.760 This is the thing people tell me Alex. They're like yo bro. I don't have time like I got the I'm putting up fires here 876 00:46:24.760 --> 00:46:26.360 I'm doing this. I'm doing this and 877 00:46:26.760 --> 00:46:32.200 You did a concept recently where you talk about how you create content versus how you manage the business 878 00:46:32.600 --> 00:46:35.720 And you call this maker time. Yeah, can you explain? 879 00:46:35.720 --> 00:46:40.200 So I think this really helped me in terms of like I was trying to do both at the same time and it fucks it up 880 00:46:40.920 --> 00:46:42.360 Yeah 881 00:46:42.360 --> 00:46:44.360 So there's you know there's tons of research on 882 00:46:44.680 --> 00:46:49.960 switching costs between different tasks like you're like you know three times less efficient on both tasks by switching 883 00:46:50.360 --> 00:46:52.360 um and so fundamentally 884 00:46:53.480 --> 00:46:59.320 You have time where the objective that you have is to make as many decisions as you can and have as many meetings as possible 885 00:46:59.880 --> 00:47:01.880 And so I call that manager time 886 00:47:01.880 --> 00:47:06.680 And so there are blocks of days which is usually a half day or more where this is manager time 887 00:47:06.680 --> 00:47:11.640 And so I stack as many meetings as I possible can and you want the meetings to be as short as you can as target as you can 888 00:47:11.640 --> 00:47:13.800 So you can make as many decisions as possible 889 00:47:14.440 --> 00:47:19.640 So that sounds painful. Well, I mean, I tell the girl so I'm just like I'm like just destroy me 890 00:47:20.040 --> 00:47:25.800 Just put everything you possibly can and if someone's like hey, do you got a second on Tuesday? I do mine on Mondays um 891 00:47:26.440 --> 00:47:27.800 Is like yeah next Monday 892 00:47:28.840 --> 00:47:33.960 And they're like no, but like if this is how urgent is it is the business going to end? No 893 00:47:34.680 --> 00:47:40.680 Okay, so it's not urgent all right Monday and what happens is in the beginning 894 00:47:40.680 --> 00:47:42.920 There are people are going to want to interrupt you but very quickly 895 00:47:42.920 --> 00:47:47.560 They're like oh Monday's the only time that I can talk to them. Guess what happens? They start preparing to talk to you 896 00:47:47.880 --> 00:47:50.840 And so then they think ahead of what are all the things that I'm going to need you know 897 00:47:51.240 --> 00:47:55.000 Looked at this week so they can make decisions ahead of time and so you can be way more efficient with your time 898 00:47:55.400 --> 00:47:56.280 um 899 00:47:56.280 --> 00:48:03.320 And so fundamentally it's knowing that for me the things that have moved the business forward the most when I look back on months and and and quarters 900 00:48:03.640 --> 00:48:06.840 It's the stuff that I did in make or time the manager's time just occurs 901 00:48:07.480 --> 00:48:12.040 And so you need a time you know make time for make or time you need to make time for manager time 902 00:48:12.040 --> 00:48:15.080 Managing time happens and so it's really just fencing off 903 00:48:15.560 --> 00:48:22.360 Where all of your distractions go into and when I start those days I know I'm not doing anything productive and for some reason for me 904 00:48:22.440 --> 00:48:26.520 I'm like I give today like I offer today is sacrifice to my business like 905 00:48:27.240 --> 00:48:31.720 bother me distract me tell me the hundred things that you you know want the yellow or pink 906 00:48:31.720 --> 00:48:33.240 I'm like I don't care like pick one 907 00:48:33.960 --> 00:48:35.240 Yeah, that makes sense 908 00:48:35.240 --> 00:48:39.000 And so this is like when you're in make or time yeah nobody's bothering you 909 00:48:39.000 --> 00:48:43.080 You're just working on the stuff and you talk about using make or time 910 00:48:43.800 --> 00:48:50.440 To do the one thing um and what is that one thing for you and like can we how it can we relate to this because I think that's the part that 911 00:48:50.520 --> 00:48:56.360 People are missing and that's why I talked to them five years later and we're in the same we're having the same conversation nothing's changed 912 00:48:57.160 --> 00:48:59.000 if you don't know 913 00:48:59.000 --> 00:49:01.160 What is constraining your business you are the constraint 914 00:49:01.800 --> 00:49:04.280 Um and what I mean by that is like your lack of knowledge 915 00:49:05.000 --> 00:49:10.040 And so ignorance is the biggest debt we all pay for not knowing how to do the things we should 916 00:49:11.080 --> 00:49:12.200 and 917 00:49:12.200 --> 00:49:13.400 for me 918 00:49:13.400 --> 00:49:18.200 Having absolute clarity on the one thing that's holding my business back means that every waking hour I have 919 00:49:18.760 --> 00:49:23.960 Is dedicated to solving that problem and sometimes that solving that problem might take a year and a half 920 00:49:24.600 --> 00:49:27.320 Sometimes it can take a month sometimes it can take a week, right 921 00:49:27.720 --> 00:49:28.760 um 922 00:49:28.760 --> 00:49:32.520 If I want to write a book because I think that's it would be important for my brand 923 00:49:32.840 --> 00:49:36.360 That's not like okay, I'm gonna write a book this week. It's like no, but it's got to be a good book 924 00:49:36.440 --> 00:49:41.080 Oh, that takes more time um and so it's like but if I do this thing 925 00:49:41.960 --> 00:49:47.080 Then it will make the other goals that I have shrink into into a relevance or 926 00:49:47.720 --> 00:49:50.840 occur as a result naturally with less effort and so 927 00:49:51.320 --> 00:49:55.880 We spend a lot of time trying to find like what's the kill shot like what's the one big domino? 928 00:49:55.880 --> 00:50:00.360 I think Tim Ferriss calls it of like if I just knock this one thing over everything else becomes irrelevant 929 00:50:00.680 --> 00:50:03.800 If you were to build the largest you know real estate mortgage 930 00:50:04.440 --> 00:50:09.000 Personal brand in the space would that make all of the other goals you have kind of happen anyways 931 00:50:09.640 --> 00:50:11.640 Maybe I don't know what your goals are 932 00:50:11.960 --> 00:50:14.760 So for me when I started this whole journey with that was just calm 933 00:50:15.400 --> 00:50:18.200 Well, what's the most valuable thing for an investor which is prepared to a deal flow 934 00:50:18.360 --> 00:50:21.080 Which is deal flow that only comes to you that's incentivized and so I was like okay 935 00:50:21.080 --> 00:50:25.080 Well, if I just built that then I can make up for the fact that maybe I'm not the best at picking companies 936 00:50:25.320 --> 00:50:28.440 Maybe I'm not the best at maybe I don't have more capital than blackstone 937 00:50:28.600 --> 00:50:33.400 You're like what are what are the distance? Well, it's a bit if I have this then that's something that I can I can compete 938 00:50:33.880 --> 00:50:39.080 Right and so trying to be really clear on like what is that thing that I can pour all my effort into 939 00:50:39.480 --> 00:50:41.640 That realistically you don't know how to do yet 940 00:50:41.720 --> 00:50:44.760 And that's what maker time is 90% of the time is figuring it out 941 00:50:45.560 --> 00:50:49.720 Is figuring like the job of the maker is to do something that you have not done before 942 00:50:51.240 --> 00:50:53.240 And by doing that you get better 943 00:50:54.280 --> 00:50:58.600 And so sometimes it takes two weeks to identify and ask the right question 944 00:50:58.840 --> 00:51:03.560 But then once you ask the question then the answer becomes clear right and so I will say though to be clear 945 00:51:04.040 --> 00:51:06.040 If you're in a smaller business 946 00:51:07.240 --> 00:51:09.400 Your maker time is going to have to come outside of business hours 947 00:51:10.360 --> 00:51:13.320 So it's the you know nine to five you you're doing your job 948 00:51:13.560 --> 00:51:15.960 But it's the five to nine in the morning and the five to nine at night 949 00:51:16.200 --> 00:51:21.000 Which is where you're going to have your maker time and if you're like man that sounds like work welcome to the world 950 00:51:22.680 --> 00:51:27.080 And you're like well, I'm not willing to do that. That's fine. I'm not saying you should. I'm just saying somebody else will and they'll beat you 951 00:51:28.840 --> 00:51:37.640 That's it simple. Yeah, it's like I feel like a lot of people are talking about putting out fires and even talking about letting fires burn and building your teams 952 00:51:37.640 --> 00:51:43.880 But if you're not there yet, yeah, and you haven't gotten to a position where you could hire a bunch of people because you don't have the revenue or whatever that is 953 00:51:44.680 --> 00:51:49.560 Then you need to do it. Yeah, and so I spent like so much time at night just doing content and then 954 00:51:50.200 --> 00:51:53.720 For years until I could actually afford to be able to do it during my work hours 955 00:51:54.200 --> 00:51:56.840 So four hours is what I recommend for everybody 956 00:51:57.320 --> 00:51:59.640 So if you're not if you're not at three million a year 957 00:52:00.280 --> 00:52:04.280 Yet, so it's about three million a year where you can start moving some of this around but four hours a day 958 00:52:04.760 --> 00:52:09.720 Is what it takes in advertising to keep letting know keep letting people know that you exist 959 00:52:10.920 --> 00:52:13.240 Because no one cares and they have forgotten value already 960 00:52:13.880 --> 00:52:16.760 And it's four hours a day of just reminding the world that you exist 961 00:52:17.000 --> 00:52:20.440 And so you can do that via content you do via paid ads. You can do it via outreach. It doesn't matter 962 00:52:21.000 --> 00:52:25.480 But four hours if you do that every day you will never go hungry 963 00:52:27.000 --> 00:52:32.360 Because it's really hard to do something for four hours a day for a year every single day and not get pretty good at it 964 00:52:32.840 --> 00:52:34.920 It's tough like it's really hard to do 965 00:52:37.400 --> 00:52:40.280 And most people won't and that's why you win right that's it 966 00:52:40.920 --> 00:52:46.680 And simple not easy and most of you guys already know that correct now as we wrap up here Alex like 967 00:52:47.560 --> 00:52:49.560 By the way, has this been helpful for you all 968 00:52:54.520 --> 00:52:57.800 So i believe uh, you know you talked about us 969 00:52:58.600 --> 00:53:01.320 Making priorities and doing these things. I feel like 970 00:53:02.200 --> 00:53:04.200 Many of us in this room 971 00:53:04.200 --> 00:53:08.840 There's some young folks here, but a lot of us are older like myself, right? You know you're 40 years old 972 00:53:08.840 --> 00:53:13.320 I wish I would have learned this when I was 20. I wish I would have learned this when I was young like you bro, but uh 973 00:53:14.280 --> 00:53:18.680 I learned it in my late 30s and now i'm just starting in my 40s 974 00:53:19.640 --> 00:53:22.520 And I feel like a lot of people tell me is it too late, you know 975 00:53:22.600 --> 00:53:25.960 Is it too late? And so what words can we give these people who are like 976 00:53:26.600 --> 00:53:34.680 Bro, you i've been working on the wrong thing for the last 20 fucking years. Yeah, I'm 50 years old. I'm 48 years old. I'm 52 977 00:53:35.960 --> 00:53:38.760 Or whatever like what what can we say these people who are like 978 00:53:39.400 --> 00:53:46.680 Like and and to actually say mess not too late. Yeah, we move forward. No, I wouldn't on the right shit. No, I give up now 979 00:53:52.600 --> 00:53:56.040 Yeah, well, just um just accept that you will never 980 00:53:56.920 --> 00:54:04.840 Never win and that there's nothing in your control and no one has ever been in a worse circumstance than you 981 00:54:05.400 --> 00:54:07.400 And made it work better 982 00:54:07.960 --> 00:54:09.800 Like you have 983 00:54:09.800 --> 00:54:15.880 Instrumentable odds being in a room that you paid hundreds of thousands of dollars to be in in America 984 00:54:16.600 --> 00:54:21.640 Access to technology and you're right. You won't 985 00:54:23.000 --> 00:54:25.000 Yeah 986 00:54:30.120 --> 00:54:34.760 Yeah, because what's the alternative like what what option do you have 987 00:54:35.480 --> 00:54:37.480 So I think the amount of effort you should be putting into 988 00:54:38.200 --> 00:54:41.720 Deciding whether you should do it or not is zero 989 00:54:43.000 --> 00:54:45.160 Like all it like I have I have so little 990 00:54:45.880 --> 00:54:50.280 So little energy to convince and so much to educate and support 991 00:54:51.240 --> 00:54:54.600 And so I think that for you like if you know what you have to do 992 00:54:55.640 --> 00:54:59.000 Then all of the space between knowing what you have to do and doing it is 993 00:55:00.040 --> 00:55:02.040 Your competitors opportunity 994 00:55:03.080 --> 00:55:07.320 And so if the thing is is what are you gonna do you have you have you're 45 okay 995 00:55:08.120 --> 00:55:13.880 So you've got so 20 more years. You're just gonna say well. I guess that's it. It's like well then die now 996 00:55:16.440 --> 00:55:19.480 Will you're pretending like you're dead see mine as we'll just do it 997 00:55:20.760 --> 00:55:24.520 I'm being I'm being purposely hyperbolic here, but I'm saying this because 998 00:55:25.000 --> 00:55:28.840 Some of you have to get slapped in the face with reality. It's like what are you gonna do 999 00:55:29.480 --> 00:55:32.200 What else are you gonna do like what are you gonna do all day 1000 00:55:33.000 --> 00:55:35.400 And so fundamentally, I think like what does this change about my behavior 1001 00:55:36.120 --> 00:55:39.640 So rather than having all the like what if it doesn't work what if people laugh about me what it's like 1002 00:55:40.600 --> 00:55:43.400 If more people know about my stuff I will make more money 1003 00:55:44.040 --> 00:55:45.560 Period if more people know about my stuff 1004 00:55:46.520 --> 00:55:49.800 Then more people will buy okay if that statement is true 1005 00:55:50.280 --> 00:55:54.600 Then what actions do I have to do on a daily basis to let more people know about my stuff 1006 00:55:55.080 --> 00:55:57.400 If I make more content make more calls I do 1007 00:55:58.200 --> 00:56:00.680 I run more paid ads or I make more ads every day 1008 00:56:01.400 --> 00:56:02.920 Then more people find out about my stuff 1009 00:56:03.720 --> 00:56:10.920 Okay, well then unless I'm complaining from the fact that I can't handle the number of calls that are coming 1010 00:56:10.920 --> 00:56:12.840 Which is one of the problems that I've always had in my whole life 1011 00:56:13.000 --> 00:56:17.240 I usually outmarket my ability like usually I have to just like sit on my hands, but like just let me know any more leads 1012 00:56:18.040 --> 00:56:19.240 um 1013 00:56:19.240 --> 00:56:23.320 But until you get to that constraint in the business then you were the constraint you need to make it rain 1014 00:56:23.720 --> 00:56:28.600 It's like you want to be this big successful business owner, but you're not willing to say like I started late 1015 00:56:30.200 --> 00:56:32.200 So did Sam Walden 1016 00:56:32.200 --> 00:56:37.400 So did Colonel Sanders you know, I mean, but like again, it's this whole it's this it's this fallacy of the perfect pick 1017 00:56:38.040 --> 00:56:44.040 That you wish you could choreograph your entire life from day one so that you could what be number one in this space 1018 00:56:45.400 --> 00:56:48.680 For a few years and then somebody else will be number one 1019 00:56:49.640 --> 00:56:51.640 Like it's completely irrelevant 1020 00:56:51.800 --> 00:56:55.960 Because I think the big thing is is that we have this external goal that like this thing that we want to achieve, but like 1021 00:56:57.000 --> 00:57:01.480 You're who knows who the top 20 richest guys in the world were 30 years ago 1022 00:57:02.040 --> 00:57:10.520 A bunch of Japanese guys before the Japan economy crashed no one remembers it was that got those guys whole life goal to get there 1023 00:57:11.160 --> 00:57:16.120 But even if you're number one even if you're basis even if you're musk you touch the top for a few seconds 1024 00:57:17.000 --> 00:57:18.520 And then you're gone 1025 00:57:18.520 --> 00:57:23.480 And so like the idea that you wouldn't begin on something that's uncomfortable that's going to make you better 1026 00:57:24.200 --> 00:57:30.120 Because you don't think you're going to be able to touch the top which also isn't going to be relevant anyways 1027 00:57:31.080 --> 00:57:36.040 Means that you don't think you're worth investing in making better at all 1028 00:57:37.800 --> 00:57:43.160 And I think that that's I mean fundamentally. I've seen the purpose of my life as to grow to get better 1029 00:57:43.880 --> 00:57:47.400 And so if I have opportunities to get better then I'm excited. I'm like cool. Let's do it 1030 00:57:47.400 --> 00:57:49.480 I don't know how to make content to your point 1031 00:57:49.480 --> 00:57:54.680 I mean everything's relative. I start making content on a 30 whatever right like realist like trying to actually do it 1032 00:57:55.160 --> 00:57:59.640 And there's like these Gen Z motherfuckers getting able to do it at you know whatever 1033 00:57:59.800 --> 00:58:01.960 But then but you know what they got a different set of problems 1034 00:58:01.960 --> 00:58:05.400 They're going to have AI that's going to hit them way sooner than us right we actually got this you know 1035 00:58:05.560 --> 00:58:09.640 Establish you know a foothold in the world. We got a little bit of financial you know support whatever 1036 00:58:09.880 --> 00:58:15.160 And so it's like everybody's got problems these are yours and only because you deemed to call them problems 1037 00:58:15.880 --> 00:58:17.080 But either way 1038 00:58:18.040 --> 00:58:22.200 What are you going to do how is it going to change your behavior and is there a world where you 1039 00:58:22.760 --> 00:58:26.120 Don't want to become the best version of you where you say 1040 00:58:26.440 --> 00:58:30.520 Because I can't be number one which only one person can only for a specific time period 1041 00:58:30.600 --> 00:58:33.320 Because I can't have this completely ephemeral outcome 1042 00:58:33.320 --> 00:58:36.280 I choose to be nothing to no one forever 1043 00:58:38.600 --> 00:58:40.600 That sounds pretty dumb 1044 00:58:40.920 --> 00:58:42.920 Guys give it up for Alex